Fiat 500 was introduced to the Canadian market many years ago with its Pop, Lounge, Sport, and Abarth trims. Chrysler Canad’s marketing was since the beginning was to bring the European look & feel to their online branding and showcase Fiat in the best possible light. With numerous options and possibilities at hand, the decision came to creating a modern, stylish and minimalistic experience throughout all web, mobile, and social platforms.
Solution.
In order to bring Fiat 500 online experience to life, careful team of experts has been selected with years of experience in IT and Digital. The core team foundation had to be strong in order to be able to handle rapid client requests and changes which were coming on daily basis as the project was requiring communication with multiple end points (vendors, engineering, marketing, creative, testing, development). Hybrid (Agile Scrum/Waterfall) delivery model was implemented in order to keep both the business and technical side on-time and in sync. Daily scrum sessions allowed better understanding and grasp in the progression of design, development, and testing while the waterfall model presented access to controlled tools and resources such as analysis, estimation, forecasts, and documentation management just to name a few. Project was delivered on time with all requirements met.
Challenge.
Fiat 500 was introduced to the Canadian market many years ago with its Pop, Lounge, Sport, and Abarth trims. Chrysler Canad’s marketing was since the beginning was to bring the European look & feel to their online branding and showcase Fiat in the best possible light. With numerous options and possibilities at hand, the decision came to creating a modern, stylish and minimalistic experience throughout all web, mobile, and social platforms.
Solution.
In order to bring Fiat 500 online experience to life, careful team of experts has been selected with years of experience in IT and Digital. The core team foundation had to be strong in order to be able to handle rapid client requests and changes which were coming on daily basis as the project was requiring communication with multiple end points (vendors, engineering, marketing, creative, testing, development). Hybrid (Agile Scrum/Waterfall) delivery model was implemented in order to keep both the business and technical side on-time and in sync. Daily scrum sessions allowed better understanding and grasp in the progression of design, development, and testing while the waterfall model presented access to controlled tools and resources such as analysis, estimation, forecasts, and documentation management just to name a few. Project was delivered on time with all requirements met.
Interesting facts about recent Fiat analysis globally:
On desktop, there was a 127% increase in people’s total unaided recall of FIAT when the brand was present. Mobile users had a greater unaided awareness of FIAT overall, but their ability to recall the brand off the top of their heads still increased 35% when FIAT was seen at the top sponsored position on a mobile search result.
On desktop, there was a 127% increase in people’s total unaided recall of FIAT when the brand was present. Mobile users had a greater unaided awareness of FIAT overall, but their ability to recall the brand off the top of their heads still increased 35% when FIAT was seen at the top sponsored position on a mobile search result.
What’s more interesting, the FIAT brand’s top-spot sponsored position on mobile and desktop even lowered the perception of some competitors’ market status and quality. One third of small car shoppers now saw FIAT as a market leader and a status-setter in high-quality small cars. Creative optimization lent a helping hand here, too. They tested two versions of the desktop ad and found that one which played on the FIAT brand’s Italian roots had a better impact on brand and competitor perception.
Key Facts.
Interesting facts about recent Fiat analysis globally:
On desktop, there was a 127% increase in people’s total unaided recall of FIAT when the brand was present. Mobile users had a greater unaided awareness of FIAT overall, but their ability to recall the brand off the top of their heads still increased 35% when FIAT was seen at the top sponsored position on a mobile search result.
On desktop, there was a 127% increase in people’s total unaided recall of FIAT when the brand was present. Mobile users had a greater unaided awareness of FIAT overall, but their ability to recall the brand off the top of their heads still increased 35% when FIAT was seen at the top sponsored position on a mobile search result.
What’s more interesting, the FIAT brand’s top-spot sponsored position on mobile and desktop even lowered the perception of some competitors’ market status and quality. One third of small car shoppers now saw FIAT as a market leader and a status-setter in high-quality small cars. Creative optimization lent a helping hand here, too. They tested two versions of the desktop ad and found that one which played on the FIAT brand’s Italian roots had a better impact on brand and competitor perception.
