The new communications campaign focused on the New Abarth 595 range is now on-air. It presents important product novelties, a new approach that highlights performance even more and a determination to satisfy present customers, conquer new ones and attract new followers to the Scorpion brand community.

In recent years, Abarth has consolidated its status as an assertively international Brand, as can be seen from its rapidly growing sales, both in Italy and abroad. Its choice of image payoff is revealing: 'ADDICTED TO PERFORMANCE. SINCE 1949'... this highlights Abarth's quest for outstanding motoring performance, in every sense, ever since the year Carlo Abarth founded his company.

The new Brand communications payoff and claim are in English, a strategic choice intended to create a coherently coordinated image in all markets where the Scorpion logo has penetrated.

The new campaign has a dynamically digital orientation and will focus strongly on The Scorpionship, the first official Abarth community, as a valid channel for spreading Brand awareness and content. The Scorpionship community is active all over Europe, and is proving a successful agent for creating and organising direct contact at local levels through a network of enthusiastic fans acting as 'brand ambassadors'.
The new communication campaign is based on a 360-degree plan, also including carefully targeted TV, Press, radio and OOH.
It has been constructed around the media behaviour of our target customer: heavy internet users, high familiarity levels with all digital devices and advanced use of mobile technology, and discriminating habits in use of web TV and theme channels.

The new Abarth 595 range embodies the evolution of the Scorpion icon: more powerful engines, even better standard features and many product novelties, some currently reserved only for up-market vehicles.

Distinctive and cool, Abarth reinforces its positioning as 'the smallest supercar', through the numerous upgrades carried out on the strength of the experience acquired during the development of the 695 Two-seater, a road vehicle with the emotional and technological contents of a racing car.

And to further highlight the personality of this new range, the campaign claim - 'PERFORMANCE IN YOUR HANDS' - follows the leitmotif of 2016 brand communications: performance above all else.

In this case, the claim makes the customer the protagonist: once they have grasped the steering wheel of the New Abarth 595, they will have full control over the car's power and performance, and all the novelties it offers.
The launch of the New Abarth 595 Range bears the hallmark of Independent Ideas, for the last 3 years Agency of Record for the Scorpion brand.
One thrust is the exploration of cinema-style communications, with trailers, posters and credits evoking an Action Movie mood.

The choice of a cinema trailer treatment opens the door to the dynamic transmission of the New Abarth 595 Range's key values, using spectacular driving scenes to highlight its features, further underlined by typical trailer graphics.

This choice of treatment is coherent with the high impact expression of product info using off-screen narration, split-screen effects showing various shots of the speeding car simultaneously, and adding the ideal rhythm for exalting Abarth's performances (https://www.youtube.com/watch?v=s-LIeVqiU2A).

All boosted by a uniquely powerful and thrilling soundtrack: the unmistakable thunder of the Record Monza exhaust pipes. To recognise an Abarth, you only have to hear the roar of its engine.

The video closes with an invitation to all Abarth enthusiasts to live its driving experience to the full, first hand, urging them to 'Just go and drive it for yourself'.

The same concept is expressed through all digital communication channels.

The web pages featuring the 595 models represent an emotionally driven creative mood, stimulating the potential customer's interest and excitement. High resolution photography, technical specifications and an area completely dedicated to the most important hot spots provide a 360-degree profile of the cars.

Inside each model page, users can access a completely innovative area, named 'The Live Drive Experience': this offers a dynamic video experience featuring circuit footage, which the user can actively modify and also switch car selection... all in real time. Users can flick back and forth between models from the 595, the 595 Turismo and the 595 Competizione, changing framing and sequences to focus on the technical features which make Abarth unique and unmistakeable, thrilling to the essence of its natural setting: the road.

This communicative continuity asserts its clear identity by creating key assets for digital advertising: banners integrated in the 'cinema trailer' context and in Facebook Canvas offer users the chance to obtain detailed information about the New Abarth 595 Range.

A stimulus that inspires the potential customer and accompanies them in forming their opinions.

Equally striking is Abarth's confident presence on social networks: a specific and boldly stimulating editorial plan attracts potential customers and immerses them in a customer journey process designed to generate loyalty. Through the use of creative assets that are perfectly compatible with social network logic, Abarth launches the new 595 by focusing on the most attractive and powerful social networks, including Facebook, Instagram, Twitter and Youtube.

Fans and followers can also use these channels to explore all the secrets, offcuts and unseen contents from the making of the new Abarth commercial, in a funny and exciting 'backstage' video.

Link FB Global: https://www.facebook.com/AbarthOfficial

Link FB ITA: https://www.facebook.com/Abarth.Italia/

Link IG: https://www.instagram.com/abarth_official/

Link TW: https://twitter.com/teamabarth

Link YT: https://www.youtube.com/user/teamabarth

Turin 04 July 2016

Fiat Chrysler Automobiles NV published this content on 04 July 2016 and is solely responsible for the information contained herein.
Distributed by Public, unedited and unaltered, on 04 July 2016 14:00:05 UTC.

Original documenthttp://www.abarthpress.com/press/article/117982

Public permalinkhttp://www.publicnow.com/view/8DB3D43C0D4E24B6784FB7F1A901CD03ECC6B642