Campaign makes new FIAT 500 L the star amid the buzz of trendy, image-conscious target market
SOUTH BEACH, FL– For FIAT, the challenge was to sponsor an extraordinary event where it could feature its 2014 Italian-designed 500 L vehicle among a trendy, stylish, image-conscious demographic and reach Hispanic consumers in Miami.
For radio marketing company CRN International, the solution was to dial up the hottest radio stations, create tons of on-air buzz leading up to the event, and then bring together the best music, best DJs, and wall-to-wall and floor-to-ceiling young people at a spectacular venue.
The FIAT Back in Black Dance Party drew more than 1,500 attendees to South Beach’s Mansion, providing the ideal showcase for the super-slick and ultra-black FIAT 500 L.
CRN got two Miami radio stations to co-promote the event – Y100 93.5 and MEGA 94.9 – and gave each a stack of event tickets to give away to listeners. FIAT was given exclusive sponsorship for the entire night.
Crowds lined up at Mansion. As they entered, partygoers showed off their looks and took glamour shots in front of the step and repeat backdrop. “Photos of partygoers next to the FIAT gave the event a red-carpet celebrity feel,” said Martin Rovila of Clear Channel Media + Entertainment.
The main lobby was lit up by a FIAT logo projected on the wall. Hosts got scores of partygoers over to “The Vault” to sign up to win the FIAT 500 L. The on-stage performances and suspended acrobats set a cool vibe, but the major draw was the electrifying style of the world-famous DJs: Dimitri Vegas & Like Mike, David Tort and Wolfpack.
To connect Hispanic consumers with the sleek and sultry FIAT, CRN went to the perfect market and found an upscale venue that put the carmaker’s target audience under one incredible roof.
The radio stations gave the car tons of promotion on the air. And in just one night, the FIAT 500 L was seen by everyone at Miami’s trendiest party.
The project provided an opportunity for CRN to demonstrate its strength in meeting client goals in the multicultural market, coming off recent success stories with Aldi Supermarkets and the World Baseball Classic.
CRN provided turnkey execution and project management of campaign elements, including:
- Campaign administration
- Media services
- Creative and production services
- Event management
- Compliance and business services
- Post-campaign analysis
About CRN International
CRN International (www.crnradio.com) is the leading radio marketing company recognized for using radio in non-traditional ways to deliver measurable results for clients. Celebrating its 40th year, CRN is based in New Haven, CT, and has offices in New York, Minneapolis, Detroit, Houston, and Hershey, PA.
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