Stilo, Fiat Auto’s all-new mid-size three and five door hatchback, goes on sale here on 1 February as the most technologically advanced car in its class. Its features and specification levels put it ahead of its competition. Which is why it is being positioned through advertising and other communications channels as being Forward Thinking.
The Forward Thinking multimedia campaign, created by the BGS D’Arcy agency for Fiat Auto, presents Stilo as having innovative design, user-friendly advanced technology and smart travel solutions. But, because Stilo is a Fiat, this technology is not merely interesting gadgetry – this is technology that’s been designed with personality, imagination, creativity and spirit.
Thus, the new TV commercial – The Sound of Technology – strongly reflects this personality, and dramatises Forward Thinking through the imagination of Stilo’s driver and passengers. It will be shown for the first time on UK TV this Wednesday (30 January).
This originality is also reflected throughout national press and magazine advertisements. We see Stilo people engaging with technology in a way that many would not. Buskers, for example, accept credit cards. Cavemen enjoy a game of golf when all around them is a more basic neanderthal existence.
The Forward Thinking idea has been translated through point-of-sale, direct mail, posters and the internet, so Stilo will be launched on Friday, (1 February) via an integrated communications campaign, throughout both the retail and fleet markets.Published 30 January 2002