“Fiat were seeking a media partner that could further enhance the style and fashion appeal of the 500X SUV with potential customers and found the perfect match with ELLE and Are Media. ELLE’s fun, irreverent voice, premier fashion credentials and performance with digital integration were spot on for the Fiat 500X SUV. The campaign engaged our potential customers with innovative digital content, fun shopping sprees and a timely setting of Australian Fashion Week. The Fiat 500X scored a huge lift in the minds of the market and we were thrilled with the results.”

Fulvio Antonelli,  Fiat Australia’s Director of Marketing

THE CHALLENGE

There was low awareness and understanding of the Fiat’s sub-compact SUV model: the 500X. We needed to help Fiat demonstrate the relevance of the 500X to the lifestyles of style conscious women and drive its style credentials – in a cheeky but inclusive tone.

The Customer

The ELLE women is smart, sophisticated, spirited and style obsessed. With designers creating new looks on a weekly basis, the fashion-conscious can feel off-trend after the first wear.

Connection Insight

For our style-obsessed audience Fashion Week is about who’s there and what they’re wearing.

THE SOLUTION

Throughout Australian Fashion Week, Fiat in collaboration with ELLE, put our audience in the front row.

The idea: ELLE X FIAT

We created cheeky video content showing intimate “behind the scene” interviews with models, designers and influencers as they made their way to Fashion Week in a Fiat 500X.

We offered our audience a $5,000 shopping spree if they could locate a FIAT 500X, hidden within the website. We created video content with the winners as they were chauffeured around to shopping centres in a FIAT 500X.