Category: Best Use of Branded Content & Sponsorship
Advertiser: FIAT
Product/Service: FIAT 500
Media Agency: MAXUS , Amsterdam, THE NETHERLANDS
Marketing Manager: Bertrand Scheenaerts (Fiat Group)
Communication Manager: Robbert Van Den Heuvel (Fiat Group)
Managing Director: Rosita Wijngaarde (Maxus)
Media Strategy Director: Wendy Heijer (Maxus)
Interaction Strategy Director: Patrick Van Rumt (Maxus)
Radio Television Director: Robert Pluis (Maxus)
Client Team Leader: Stephanie Robles (Maxus)
Branded Content Manager: Frederique Olland (Maxus)
Client Service Director: Alewijn Dekker (Saatchi & Saatchi / Leo Burnett)
Art Director: Julijus Rebec (Saatchi & Saatchi / Leo Burnett)
Copywriter: Wouter Kraaijvanger (Saatchi & Saatchi / Leo Burnett)
Account Manager: Wilma Minzey (Saatchi & Saatchi / Leo Burnett)
Account Manager: Maarten Van Maaren (RTL Digital Media)
Account Manager: Joyce Kaatee (RTL Branded Content)
Owner: Richard Nye (NYE Communicatie)
Media placement: TV Program - 100 Billboards/50 Breakbumpers/12 Idents/66 Cromo's/40 Promo's - RTL - 4 March 2011
Media placement: TV Program - 10 In Program Promotion - RTL - 4 March 2011
Media placement: Online - XFactor - Fiat promotion Website Rectangles - 1.000.000 Impressions - RTL - 4 March 2011
Media placement: Online - X FACTOR Website Pre-Rolls - 1.250.000 Impressions - RTL - 4 March 2011
Media placement: Online - Social Media - Facebook Page For Voting Backseat Auditions - Facebook - 4 March 2011
Media placement: Online - 3 X 800.000 Newsletters - RTL - 4 March 2011
Media placement: 1000 Tickets for the Liveshows For Test Drivers At Fiat Dealer - RTL/Fiat Dealer - 4 March 2011
Media placement: Final Tour At Fiat Dealers With Finalist XFACTOR - Billboards - RTL/Fiat Dealer - 4 June 2011
Media placement: Online TV - Live Backstage Show Of Winner Backseat Audition - RTL - 10 June 2011
Insights, Strategy & the Idea
The small car segment in the Dutch automotive market is mainly driven by governmental tax-advantages, which reward buyers of eco-friendly cars. Since these tax-advantages end in 2012, Fiat had to look for a more engaging way to stand out from the crowd.
Fiat wanted to add a ‘smile’ to its brand-image and increase sales.
Embracing Holland’s most popular music talent show, The X Factor, was an obvious strategic choice to elevate a positive brand experience, since entertainment talent shows scored high-ratings both in viewers and engagement on second-screen. Utilised as a branded content platform, The X Factor offered perfect possibilities to excite the target-audience. To convert generated communication-effects into sales, the Fiat dealer network had to be involved as well.
So, Fiat had to stimulate passion and excitement to let The X Factor music fans go to the Fiat dealer, whilst the dealers needed to be stimulated to welcome visitors with open arms.
Creative Execution
Since this was its 'happiest' model, Fiat chose the iconic 500 to star in The X Factor.
Not only did the 500 give an impressive performance in the TV shows and the many commercials, breakbumpers and promos; Fiat also managed to bring The X Factor into the dealer’s showrooms by organising backseat-auditions. During these auditions, The X Factor viewers were given a second chance at X Factor fame. This so-called generated content was posted on Facebook and the audience voted for their favourite audition.
The winner would perform for a live audience during the break at the finale. Further audience activation included an SMS-and-win with the 500 as a reward. Dealer activation included a live show of The X Factor finalists at the bestselling dealer’s showroom. Both target and dealers activated further by providing 2 tickets for The X Factor live show for every test-drive in a Fiat 500. An actual purchase was rewarded by VIP tickets.
Results and Effectiveness
The X Factor proved to be a huge success for Fiat on all communication levels:
* On awareness Fiat advertising: viewers (28%) vs non-viewers (19%)
* On image: statement “Fiat has The X Factor" viewers (46%) vs non-viewers (29%)
* On image: statement “Fiat suits me” viewers (27%) vs non-viewers (17%)
* Interaction:
* 80 backseat auditions
* 50.825 unique visitors to backseat auditions on Facebook
* Average sales per week of the Fiat 500 increased from 120 to 169 during X FACTOR (+41%!)