FIAT continues to make the brand relevant and passionate. This time it’s their campaign featuring the equally seductive Jennifer Lopez driving the 2012 FIAT 500 Cabrio. The 30-second trailer for J.Lo’s new video, Papi, was shown during the first Monday Night Football on ESPN. A tickler of more to come later this year from the J. Lo – FIAT 500 alliance.
FIAT has gone out on a limb since they first started marketing the icon when it was introduced in the US in March of 2011. Under the leadership of Laura Soave, Head of FIAT Brand for North America, the product has taken an unconventional route to recognition with everything from pop-up studios to unusual outdoor events. At the time she forecasted, “American consumers want new stuff and you need to constantly evolve with them.”
The Cinquecento was first featured as a canvas for artists at the world-renowned Art Basel in Miami Beach. This past August, FIAT took over Times Square in NYC where they planted 36 FIAT 500’s for a drive-in movie theatre to see Baz Luhrmann’s Romeo and Juliet (featuring Leonardo di Caprio and Claire Danes) with free treats including Italian-inspired gelato and espresso. More recently, FIAT went fashionista and launched the Gucci designed FIAT 500 at New York’s Fashion Week. J. Lo may very well be the proverbial icing on the cake.
“Like the FIAT consumer, Jennifer Lopez sees the world as her canvas and is not afraid to express herself; she is continuously drawn to projects that are authentic and real,” Olivier Francois, Chief Marketing Officer for the Chrysler Group, stated. “Jennifer fits perfectly with the brand not because of who she is but because of what she is-authentic, passionate, modern and a fighter determined to stand out from the rest. As you look at her career path, she embodies the FIAT philosophy, ‘Life is Best When Driven.'”
As the J.Lo croons in her Papi video, “My rock is shining bright.” It seems that FIAT is singing the same tune. FIAT and Chrysler CEO Sergio Marchionne stated at the Frankfurt Auto Show that the combined companies still aim to produce 6 million cars a year by 2014 despite the increased uncertainty in global financial markets.