Freedom, indulgence, effortlessness – the Fiat 500 isn’t just a car; it’s a symbol for enjoying life the Italian way. Burda and ProSiebenSat.1 are turning this feeling into something tangible with an emotional 360-degree campaign titled ‘La Dolce Vita’ (the sweet life). The partners’ marketing companies – BCN and Seven One Media – are interweaving a wide range of content modules in print, TV, online and social media to spark interest in the Italian experience with Fiat among the target audience of women aged between 20 and 39. One of the highlights of the campaign is the use of digital-linear storytelling to bring social challenge and experience together. Burda’s InStyle, Freundin, Bunte.de and ‘Red’ on ProSieben, as well as ‘Red Style’ on Sixx, are involved in the campaign as brands.
‘La Dolce Vita day’ combines experience with social challenge
To make the storytelling a unique one, the partners started the ‘La Dolce Vita day’ on 9 July, which culminated in the Bunte.de Red Summer Night in the evening. InStyle took to Instagram to ask users to share their most beautiful ‘La Dolce Vita’ moments for a chance to win a day of pampering and a visit to the Summer Night event. ProSieben continued the challenge on ‘La Dolce Vita day’ by filming an advertisement with the winner on Red’s Instagram account. Users voted on elements such as outfits, make-up, lunch and for driving pleasure with the perfectly matched Fiat. This meant Red’s Instagram followers could take part in the experience in real time and have a say on the specifics of the shoot. Posts and stories on Red’s Instagram account as well as stories posted by the winner on their Instagram account rounded the ‘La Dolce Vita’ experience off. The 180-second TV advertorial was broadcast on ProSieben on 18 July and on Sixx on 19 July. The seven-minute-long version of the spot could be viewed via the HbbTV extension by clicking on the red button. Seven One Adfactory is responsible for the creative concept and production.
“The Fiat 500 has been a symbol for design, style and a zest for life for over 60 years. With the campaign, we’ve succeeded in conveying this special Italian attitude to life together, and bringing a piece of ‘Dolce Vita’ to the every day of our target audience. The 360-degree presentation from Burda and ProSieben doesn’t just ensure reach; it also enables direct interaction with the customer – a successful connection for everyone.”
Topics and ‘social cards’ provide inspiration
Inspirational native ads featuring travel, indulgence and fashion tips in the InStyle and Freundin print magazines form the basis of the ‘La Dolce Vita’ campaign. An ad special in InStyle celebrates Fiat with confetti and asks readers to post their ‘La Dolce Vita’ moment. InStyle, Freundin and Bunte.de brought ‘La Dolce Vita’ to life in the digital realm with a unique content channel on each of their websites. These eye-catching editorial branded hubs create their own topics areas around the Italian attitude to life with the Fiat 500.
In addition, special social cards ensure an even greater reach and allow the customer to interact with the target audience directly. Existing Fiat social media posts are worked into editorial posts in display slots on InStyle and Bunte.de. What’s special about these is that users can like and comment on the post just as they would Fiat’s original post, and the customer can also strike up a conversation with them as if it were their own social media channel.
The campaign launched in May and will run until November.
“The campaign shows how effectively we link customers’ themes and the brand worlds of our companies via one single idea. With ‘La Dolce Vita’, we are addressing consumers’ emotions, allowing us to create a special proximity to Fiat. This enables us to not only grab the attention of the target audience, but also create a connection with them.”