FIAT UK Brand Repositioning Campaign
BRIEF:
Ambivalent people think FIAT is affordable, stylish and user friendly, but they also feel is not a surprising brand and that their cars are unreliable and not very desirable. How can we get people who are currently ambivalent about the brand to consider it when buying their next car?
Ambivalent people think FIAT is affordable, stylish and user friendly, but they also feel is not a surprising brand and that their cars are unreliable and not very desirable. How can we get people who are currently ambivalent about the brand to consider it when buying their next car?
Selected approach:
THE ITALIAN WAY
THE ITALIAN WAY
