Background
Major motor manufacturer with wide range of vehicles (Seicento to Ferrari).

Objectives
To widen customer base outside Italy by demonstrating quality, value for money and depth of Fiat range.

Insight
The legacy of inconsistent build quality in the past can be addressed by delivering unbiased, authoritative content that highlights the performance of Fiat's improved range.

Strategy
Create an online "News Centre" by aggregating content from a wide variety of industry publications and respected journalists to help customers understand that the quality of the product has changed radically.

Results
Overwhelming response in the UK resulting in pan-European rollout.