Event TV: Fiat creates guerilla outdoor campaign

Automotive brand Fiat marketed its new Panda Cross offering to Londoners last Friday (17 October) by broadcasting projections and rain-activated stencils throughout the city.

Devised by agency Maxus in partnership with Kinetic Active and Krow Communications, Fiat launched the campaign to target city-dwellers that enjoy outdoor pursuits. Projections featured the new car bending and swerving to move from building to building in areas such as Covent Garden and Portobello Road.

The design team also highlighted the car’s all-terrain capabilities by creating a series of rain-activated stencil designs across London, Manchester, Birmingham, York, Edinburgh, Leeds and Liverpool on 15 October. The stencils read: "Any terrain. Any weather. Anything goes. Fiat Panda."

Lucia Pennesi, Fiat brand communications manager, said: "We always work very closely with our brand agencies in order to deliver the most compelling and innovative campaigns for Fiat to the right audience. For the Fiat Panda Cross, Maxus has created an engaging and surprising campaign, with the support of our creative agency Krow Communications, that effectively communicates this remarkable car’s attitude and versatility."

Gemma Delaney, account director at 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."

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