Modern Marketing Brand Strategy

Fiat lightning bolt-inspired maps charge electric vehicle push

By John Glenday | Reporter

June 1, 2022 | 3 min read

Fiat has looked to the heavens for inspiration in its latest electric car campaign by likening the distinctive forking paths traced by lightning bolts to a GPS map.

Highlighting the range now available from the Fiat 500e as a yellow streak embedded within the larger electrical discharge, the campaign carries the slogan: ‘New Fiat 500 electric. A 320 km range in a car powered by pure electricity.’

Implemented by Leo Burnett, the stylized depiction of nature at its most potent is an attempt to assuage consumer concerns that limited battery life may not be enough to get them from A to B, particularly in a nation as big as Brazil.

Fiat

The Fiat campaign highlights the range now available from the Fiat 500e

Vinicius Stanzione, Leo Burnett TM creative vice-president, said: “A car with such an iconic design as the new Fiat 500e requires a campaign that will convey that visual sophistication in a minimalist and impactful way. And the coincidence between the graphic forms of roads and lightning bolts was the perfect mix to showcase the range of 320km, with a design that the Fiat 500e deserves.”

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The campaign is subject to a nationwide roll-out at out-of-home (OOH) sites across the South American nation.

Lightning bolts are a staple tool for electric vehicle manufacturers to get their message across, as exemplified by BMW and Arnold Schwarzenegger’s Greek God of Thunder at the Super Bowl.

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