Fiat have launched a new content partnership with Auto Trader to promote the new Fiat Tipo. The campaign entitled ‘Amore. For Less’ is designed to drive awareness and increase consideration for the new Fiat Tipo amongst in market car buyers, by highlighting that the Tipo gives you more for less. The partnership has been brokered by Chorus, Maxus’ specialist content and partnerships division.
The activity, which is live now and runs until December 2016, features a series of videos spanning lifestyle content, providing tips to consumers on how to get more for less on any car journey, as well as life hack videos demonstrating product features of the new Fiat Tipo. The videos are hosted by lifestyle presenter Torie Campbell and tech reviewer Safwan Ahmedmia. The content will be hosted on the Auto Trader website, as well as being amplified through digital display and also on Fiat’s own digital channels.
Toni Gaventa, Fiat Brand Communications Manager, commented: “We wanted a campaign that provided a fun and light hearted way to demonstrate how you’ll fall in love with all those added extras you wouldn’t expect for such a great price. The content partnership with Auto Trader provides a trusted and credible platform on which to highlight all the ways in which the Tipo gives you more for less on any car journey.”
Rakesh Patel, Commercial Director at Auto Trader, said: “We embrace working with brands that want to reach car buyers in fresh and engaging ways, and at different stages of the consumer car buying journey. We know that 60% of new car buyers visit Auto Trader as part of their online research, and we’re focussed on utilising our rich data to ensure we can target the right audiences at the right time, with the right message.”
Laura Gao, account director at Chorus, added: “Auto Trader is the UK’s number one resource for information amongst in market car buyers. We devised a content strategy that allowed us to show off the Fiat Tipo in a lifestyle context as well as demonstrating product features in a series of hack videos, which we believe will bring the Tipo experience to life in a whole new way.”
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