Allan Jamieson Wright

Launching a new car in a new market in a new Web3 way

Breaking the code: Let's engage new audiences in less than six weeks and develop long-term relationships with car buyers

What began as a brand activation soon became a powerful community of new fans on the path to FIAT® brand loyalty and "la Dolce Vita". With only a six week timeline and a product launch deadline, the project had to move at lightning speed.

RESULTS

CUSTOMERS

55,000

IMPRESSIONS

4M+

COMMUNITY

68,000

TIMELINE

6 weeks

ENGAGEMENT VS BENCHMARKS

100X

ACTIONS/SHARES/INVITES

1.1M

CONVERSION RATE

37%

CRM RESERVATION CONVERSION

12%

ENGAGEMENT VS BENCHMARKS

100X

ACTIONS/SHARES/INVITES

1.1M

CONVERSION RATE

37%

CRM RESERVATION CONVERSION

12%

THE

BRIEF

THE

BRIEF

Automotive manufacturers face many challenges with customer engagement and relationship management, which is traditionally owned by the franchise dealership ecosystem during the three to seven year customer vehicle ownership cycle.

Brands like FIAT need ways to build valuable relationships with car buyers during the vehicle ownership cycle and work to keep customers for life. They must also capitalize on the power of community, social media interactions, and recommendations to grow sales via the channels where customers now spend the majority of their time.

Objectives

Rebuild FIAT's brand equity in the US automotive market supporting the new 500e (RED) Edition launch
Engage both Web2 and Web3 audiences with a loyalty generating long-term brand experience
Increase US addressable market penetration with technology innovation and social channel reach
Find a smart way to ROI with community, sales conversion, and earned media

THE CREATIVE

SOLTION

THE CREATIVE

SOLTION

We created a digital Customer Acquisition Onboarding Tool designed to achieve the following:

Create brand equity by giving people a valuable piece of the FIAT brand

FIAT Pass is a dynamic digital NFT which is "soul bound" meaning that it cannot be sold or transferred, it's yours for life serving as your digital identity within the FIAT ecosystem. The FIAT Pass resides as a smart contract on the Arbitrum L2 on the Etherium blockchain and is updated as your FIAT brand journey evolves.

The Web3 technology is completely abstracted from the user experience allowing non-technical FIAT fans to simply claim and purchase FIAT collectibles with a credit card, Apple Pay and other traditional payment methods.

We created a digital Customer Acquisition Onboarding Tool designed to achieve the following:

Create brand equity by giving people a valuable piece of the FIAT brand

Motivate vehicle pre-orders via dynamic digital collectibles with rewards and utilities attached

The second digital collectible in the series is CinquCento and directly aligned with the new 500e (RED) Edition vehicle launch. The purchase of the CinqueCento digital collectible NFT also serves as your place in the reservation line to purchase one of the limited number of vehicles arriving in the USA.

Motivate vehicle pre-orders via dynamic digital collectibles with rewards and utilities attached

Create loyalty and engagement across the full customer journey

The CinqueCento digital collectible has valuable utilities attached, such as discounts and free vehicle sharing, vehicle accessories, early access, and each holder receives a unique piece of generative art by renowned artist Stefano Contiero.

These utlitites and activities are beautifully aligned with FIAT DNA, la dolce vita, and the iconic brands heritage.

Relevant content that inspires

The content strategy and production is designed to seed UGC (user generated content) that turns the community into the content and marketing engine to effectively scale and generate exponentially growing earned media.

AMA's, Twitter Spaces, and other collaborations with influencers and partners in the Web3 space continue the growth and exposure of the brand and project.

THE ART OF SOCIAL MEDIA

CONTENT THAT PERFORMS

IN CONCLUSION

The FIAT Pass project is a bold step for a global brand willing to "break the code" and try new ideas to solve historical challenges and embrace the rapidly evolving consumer mindset. Social media and real-time engagement are becoming the "new norm" for how consumers engage with their chosen brands and how they purchase products.

Social media channels have not just become a platform for marketing and selling goods and services but a central part of consumers' lives, both personally and professionally. The landscape of social channels is in a constant state of flux, with new companies and features vying for consumer attention on a daily basis. This dynamic environment necessitates a proactive approach to stay relevant and engaging.

The noise level is rising rapidly to a roar, with automation tools and AI creating a flood of content that's "good enough" at best. Brands that succeed are taking bold steps to not only look in the rear view mirror at what has happened via data but also having a strong voice and a stake in the future.

These bold brands offer new ways to have meaningful engagement with their audience and are creating long-term loyalty and competitive advantage.

Back to projects