In celebration of this weekend’s Grand Prix in Montreal, FIAT is launching a new ad campaign for its Italian automotive brand.
The campaign was designed by Publicis Montreal. Its creative director Nicolas Massey said FIAT plans on “taking over the city” with a large-scale media presence including 300 billboards, newspaper ads and wraps on nine subway cars.
Branded events are also scheduled to take place in Montreal’s Little Italy district with car stunts and demos of FIAT models. The campaign focuses on two of FIAT’s sportier offerings – the FIAT 500 and the new FIAT Abarth.
“We’re using the visibility of the Formula One [race] to appeal to car ambassadors,” said Massey.
The Italian automaker, with soon-to-be-launched electric cars, is positioning itself as the environmentally and socially conscious roadster choice with claims of gas savings and lower pollution.
FIAT partnered with Astral Media and Metromedia to create the citywide “wraparound” media experience. The media buy was handled by Marketel.
The campaign is set to run through June and July.
FIAT is sold in Canada by Chrysler Canada.
