Fiat 500
where small meets unforgettable.
BRAND: Fiat
PRODUCT/SERVICE: Fiat 500
TARGET AUDIENCE: Female age 25-35
SMP: Good things come in small packages.
MEDIA: Qantas inflight magazine (Print)
Insight: The target audience doesn’t just want a car, they want experiences and memories. A stylish city car is about creating everyday moments that feel big, even when they’re small.
Target pERSONA:
Female age 25–35: Urban professional, design-conscious, experience-driven, follows boutique brands, values curated, memorable moments
Idea:
Position the Fiat 500 as the car that enables 500 moments in life, from quick getaways to stylish daily commutes. Incorporating the Fiat 500’s name (‘500’) to reinforce the campaign’s focus on celebrating small, meaningful moments. The print placement in Qantas Inflight Magazine ensures it reaches travellers in a context where lifestyle inspiration is most resonant.
Competitors:
Competitors like Mini focus on heritage, VW on practicality, MG4 on tech/sustainability. Most campaigns emphasis technology, not lifestyle or emotional impact.
Why it works:
Differentiates Fiat from competitors focused on technical specs of their products. Putting the emotional benefit and aspirational lifestyle at the centre, making it highly relevant for the target persona.
Opportunity:
Turn smallness into a strength, positioning the Fiat 500 as a premium, stylish lifestyle storytelling campaign for all of life’s moments through.
