Fiat
500
Electric
Digital, Social, and DOOH for the Fiat 500e
As the lead digital designer for Stellantis at Saatchi & Saatchi, I was responsible for concepting and designing all output across digital, social and DOOH channels for Fiat, Jeep and Alfa Romeo.
While much of my time was spent on fast-paced reactive social briefs across all three brands, there was a particular focus on promoting the then-new Fiat 500e.
I worked on a full spectrum of digital campaigns, from a
Launch
For the launch of the new Fiat 500e, the fully electric version of the iconic Fiat 500, the creative team at Saatchi created a TVC featuring up-and-coming musician Jacob Collier. For the social, however, we decided to do something a bit different and more engaging.
Instead of simply cutting down and re-formatting the TVC for social formats, we wanted to capture the dynamic and fun spirit of the 500e. We spliced clips from the TVC together into animated film reels inspired by the 500's neo-retro aesthetic and the 500e's marriage of vintage pedigree with cutting edge technology.
The final result, combining all these elements to bring the idea to life, was a series of motion graphics pieces with an expired, colour-warped Super 8 projection film look and modern digital glitch effects.
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To highlight all of the 500e's standout features, four routes were produced, each with different footage and different messaging.
These being social edits, each route was created in various sizes for all of the major social platforms.
The end result was a snappy, attention-grabbing campaign that racked up thousands of views on each video on Instagram alone.
This success generated buzz around the 500e and opened the door to further, more targeted campaigns.
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O2 Takeover
As part of Fiat's ongoing partnership with O2, the campaign was adapted into a full digital out-of-home takeover of the O2 arena in London.
Numerous bespoke formats and animations were created for the various digital screens around the arena to welcome fans to an
Follow Up Campaigns
Following on from the success of the initial 500e campaign, several follow-up campaigns were conceived to promote Fiat's "Electric Week" events and to celebrate Fiat's commitment to Electric Vehicles.
Riding off the back of the awareness generated by the launch campaign, these follow-ups served to draw people further into the world of Fiat electric vehicles with the ultimate goat of convincing people to book a test drive.
With each subseqent campaign, the main task was to refresh the Key Visual to create something new and engaging whilst retaining enough of the "electricified" styling to link them all together.
