Campaigns: Consumer - Punto Evo has everyone feelin' good

Campaign: Fiat & Faithless launch of Punto Evo 'Feelin' Good' special
edition
Client: Fiat/Krow Communications
PR team: Outpost
Timescale: July-September 2010
Budget: £20,000

Fiat and dance act Faithless announced a partnership to launch a special edition of the Punto Evo. A three-minute promotional video for Faithless single Feelin' Good was produced, which was also used as a TV advert for Punto Evo.

The first airing of the ad took place on Sunday, 15 August on Channel 4 during Big Brother.

Objectives

u To build awareness of the collaboration

u To publicise the new Punto Evo and generate demand for test drives.

Strategy and plan

The PR team used Faithless' established position in the house and pop music arena to target a broad range of media, and coined the term 'prommercial' to demonstrate the hybrid of promotional music video and TV commercial.

Measurement and evaluation

The campaign was featured in 108 titles in print and online, as well as on national TV and radio stations. Highlights included a full page in The Independent, a ten-minute discussion on BBC2's Newsnight, as well as coverage on BBC Radio 4, on the Telegraph's website and in The Sun, The Star and Music Week.

Results

Test drives of the Punto Evo during September were 45 per cent in excess of Fiat's initial target.