Fiat India has rolled out a digital initiative to convey the ‘big car’ proposition of its newly launched sedan, Linea Classic. Latching on to the consumer psyche briefed by the Fiat Brand Team – ‘Growing Big. Achieving Big. Aspiring Big. Wanting Big. Possessing Big, the automobile company’s digital agency Maxus has come up with the ‘Feel Big’ interactive video initiative.
Commenting on the initiative, Unny Radhakrishnan, Head of Digital, Maxus South Asia said, “The idea was to create something which involves users actively and also get them to share. Our creative team came up with this idea ‘Super Star Feel Big’, where users can create videos featuring themselves or friends from their social circle. Here, the consumer becomes the hero of the video and Fiat an enabler in creating the ‘feel big’ experience.”
The interactive videos can been seen at www.feelbig.in. Fiat claims that without any media promotion, in the first four days of the initiative being rolled out, more than 300 videos have been created, demonstrating the power of the idea. The move is in keeping with Fiat’s philosophy of creating social content which will drive the brand communication in an interactive and personalised way.