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FIAT

CBS Radio teamed up with the world class production company, Radio Face, to curate some of the country’s best storytellers to bring to life the core values of FIAT, “Life is best when driven.” Some stories make your laugh…others make you think…and some move you like never before; but what they all have in common is the undeniable ability to seduce and entertain.

FIAT On-AirOn-Air
The new campaign, “Alternate Routes,” features real people telling their unique and passionate story in two-minute radio vignettes airing in fixed positions on top CBS RADIO stations in New York, Los Angeles, Chicago, San Francisco and Orlando. These vignettes were seamlessly integrated into the fabric of each station to feel like a part of programming and were further highlighted by a multitude of :15 tune-in spots driving further engagement.

Each on-air ‘story teaser’ encouraged listeners to visit the “Alternate Routes” tab on the FIAT USA Facebook page to view video of the entire story archived on the site. 18 stories were created in all, with a new one being rolled
out each day on-air and on the Fiat USA Facebook tab.

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FIAT OnlineOnline
The FIAT “Alternate Routes” campaign became part of the CBS Digital ‘DNA’ to inspire and connect with audiences; and drive them to Fiat.com and FIAT USA’s Facebook page. Through video pre-polls, streaming, time-based takeovers and contextually relevant placements, FIAT received enormous digital distribution to complement the other elements of the campaign.

FIAT Social NetworkingSocial Media
The stories, filmed in a documentary style, captured the true essence and spirit of these passionate storytellers. As stated above, each story was made available in full on Facebook, YouTube, and Fiat.com.
FIAT USA Facebook

Live Events

The entire storytelling program kicked off with two live events at iconic venues in NYC (City Winery) and LA (El Cid) where story–tellers took to the stage to share their stories and be filmed.  An intimate evening of hors d’oeuvres and cocktails preceded each “show.”

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