How FIAT captures dolce vita
The brand's world building efforts are incredible.
The Italians have something that many other nations wish they could emulate - a certain kind of sass.
Sometimes that sass comes across in seemingly frivolous ways when portrayed in media, but the more you explore Italian industry the more you realise that this is a county that is home to some great luxury brands that are still supported by a strong manufacturing sector. Much like the Swiss, the Italians are master brand builders that seem to defy what everyone else are doing and choose instead to move forward purposefully at their own pace.
FIAT is a great example of this. Just have a look at how brilliantly the brand is positioned as a strong alternative to just about every other car brand.
The distinction that the brand captures in this ad is perfectly entrenched by the unusual design of the car itself, the music chosen, the colours, symbols, fonts, logos, people, scenes and overall tone of the film.
You don't need to set foot in Italy to experience dolce vita. Just get into a Fiat!
Put another way FIAT are not just building a brand in the same world that everyone else is, they're creating another world entirely; an Italian fantasy land where life is full of joy, colour and design and cars are fun.
They're offering an all-encompassing future reality that can live in rather than just selling you a car. This is what smart strategy looks like. Selecting and creating a unique approach that undeniable sets a brand apart from competitors and then owning that 'made-up world' in the minds of the market.
Related:
Lavazza's 'Tales of Italy' a range of premium quality blends inspired by “Italian coffee destinations”.