The Fiat Avventura has been garnering significant buzz from its pre-launch phase. Avventura is the first contemporary urban vehicle from Fiat built specifically for the urban India, and will make its global debut in India. Positioning the CUV as a vehicle for the sporty active lifestyle, the automaker has embarked on a national campaign urging people to move out of their mundane lives and get in to more adventurous and fun activities.
Conceptualised and executed by Maxus ESP, the campaign taglined “Boring is Dead. It’s time to live alive with Fiat Avventura”, is leveraging digital as well as radio to maximise the reach. Noted television anchor and actor Gauahar Khan has been roped in as the face of the campaign.
In the ‘Live Alive’ contest, the brand is inviting the adventurously-inclined to share one thing from their bucket list which they want Fiat to fulfil. Four winners would be chosen and their bucket list realised by FIAT Avventura. Videos will be created showing the winners fulfilling their bucket list.
A three part series of “call to entry” videos that captures these elements has been released digitally. The first promo with Gauahar shows her getting bored in traffic and then cuts to enjoying her drive in the Fiat Avventura. In the second one, Gauahar is bored watching TV shows and then she takes her Fiat Avventura and goes mountain biking. In the third promo Gauahar is bored at work in the office and later shown kayaking.
Participants can share their bucket list at the microsite after registering with their name, email and mobile number. The social media pages of Fiat as well as Gauahar Khan are sharing about the contest.
— GAUAHAR KHAN (@GAUAHAR_KHAN) September 10, 2014
— Fiat India (@FiatIndia) September 22, 2014
Along with this, an interesting content led tie up with Radio City is being done via Radio Spots, Time checks and Traffic Updates. The radio campaign is very high on engagement as Radio City Rjs are interacting with listeners daily and encouraging them to share their Live Alive experiences. Apart from listeners, Gauahar Khan is also sharing her Live Alive experiences with the RJs, encouraging listeners to Live Alive.
Celebrating user adventure stories
The idea of ‘Boring is dead. Live alive’ in itself is not a novel one. We’ve seen campaigns bring in taglines like ‘Alive is awesome’, It’s awesome’,’ #Liveyoung’, etc. What differentiates is the execution and relevance to the target segment. Firstly, the choice of Gauahar Khan as the face of the campaign adds to the positioning of the vehicle as one that is meant to be driven by the free spirited, young at heart, lively, adventurous, urban consumer. It also helps build aspiration for the urban vehicle.
Besides, making wishes come true is a great way for a new car to engage its audiences. Rewarding the winners with a video story of their own further adds to the incentive, while establishing the brand image and bonding with adventure seekers. These user stories could be showcased going further and hopefully add on to the Avventura sales.