Cross-platform entertainment for style-conscious music lovers
Music-based content was the ideal way to target the Fiat Punto Evo audience of youthful, energetic, stylish people.
This is a busy, tech-savvy audience so our challenge was to ensure that content would work across channels – terrestrial TV, social media and online content.
At the heart of the campaign was a six-part music series on Channel 4, Evo Music Rooms, each episode featuring a major music artist (including Faithless, Groove Armada and The Specials) curating the show by choosing a musical hero and a new act to perform.
Interaction with the audience was encouraged via social media and an online vote to decide on content for segments of the show, ensuring harmony between TV and online.
The content struck such a strong chord with Fiat’s target audience that there was a significant uplift in test drives (we know this as no other marketing activity took place for the car during the run of the campaign).