Inspire a client to buy an idea through a presentation.
A GIVEN PROBLEM
Fiat is enjoying rapid growth in coastal urban centers. Yet young people in Middle America are not yet in love with this Italian import.
A GIVEN IDEA
Fiat is going to host drive-in movie nights for Millennials in select cities. Picking up select participants and their friends in a Fiat, moviegoers can enjoy a blockbuster movie in a comfortable Fiat.
Our strategy will accomplish three objectives.
First, we have to get Millennials to embrace Fiat because right now, the car is foreign to them.
To do this, we're going to associate this Italian car with something typically American: Drive-in movie nights.
There’s currently a renewed interest for retro activities. 66% of Millennials feel nostalgic about things from the past, like buying vinyl or Drive-in Theaters.
In response, Fiat is hosting drive-in movie nights in selected cities with high concentrations of Millennials.
Seeing a movie in a Fiat will build a lasting positive memory. Plus Fiat's retro look is a perfect fit for this classic pastime.
Then, we need to create Test-drive opportunities.
Majority of Millennials doesn't test drive when buying a car. But test drive is the most influential factor when buying a car.
Drive-in movie night participants will actually get a chance to drive the car and enjoy a movie in its comfortable seats.
Our final objective is to make people fall in love. And what could be more perfect than a drive-in movie night to make this happen?
Think back to when you were a teenager. You’re seeing a movie with a special someone. You’re sitting close together in a dark theater, thinking to yourself: “Should I put my arm around her?” or “Is he gonna kiss me?” Your heart is pounding and you have butterflies in your stomach.
It’s your first crush.
Millions of people have had this experience; it’s something we can all relate to. Participants are going to relive their first crush, in a Fiat.
They will get to pick-up their date in a brand new Fiat and go for a romantic movie night. We know that buying a car is like falling in love; by associating this romantic feeling with Fiat, we’ll conquer hearts in Middle America.