Fiat has turned to guerrilla tactics to launch its Panda Cross embarking on an outdoor campaign to take the brand’s message directly to its target audience’s urban environment.
Planned and bought by Maxus with creative from krow Communications and production by Kinetic Active, Londoners were introduced to the Fiat Panda Cross through a series of guerrilla projections that lit up the night’s sky on Friday 17 October showing animated scenes of the Panda Cross bending, twisting, turning, bumping, and swerving as it moved from building to building at various locations.
A second wave of activity running throughout London, Manchester, Birmingham, York, Edinburgh and Leeds, emphasised the car’s capabilities in different conditions and terrain by incorporating rain-activated water stencils that ‘magically’ appeared across urban areas when it rained.
Of the marketing push, Lucia Pennesi, Fiat brand communications manager described it as “an engaging and surprising campaign...that effectively communicates this car’s attitude and versatility.”
Gemma Delaney of Maxus added: “Using an unconventional out-of-home format aligns with the Panda Cross mission to be a car like no other, and the element of surprise will create real buzz and talkability.”
Krow Communications founder and executive creative director, Nick Hastings, commented: “Going ‘guerrilla’ feels like a smart way to highlight the FIAT Panda Cross’s energetic and boisterous personality. Who knows, we could even bring a smile to Londoners faces.”
Press, digital and retail communications further support the guerrilla activity.