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• With The FIAT STILO The Advertising Is Forward Thinking
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News of  September 26, 2001

With The FIAT STILO The Advertising Is Forward Thinking

Michael Schumacher and the new Fiat Stilo at the IAA Press Conference in Frankfurt

Photo: Automotive Intelligence

Turin - The Stilo is new and a bit revolutionary: in any case it is different from all other cars in the same category. Original, captivating and focused on the ability to innovate with imagination. The same thing applies to the advertising.

The market is about to see the arrival of a new car that plays the high-tech card and offers highly innovative ideas and high quality standards to one very specific end: to become the new benchmark within the compact medium-sized car band.

The images and films shown by the media must, however, project the idea of a car that offers more than one attribute. The whole campaign is based around the fact that the car offers many areas of excellence.

This could have presented BGS D'Arcy, the advertising agency that Fiat has hired to organize the advertising campaign, with a difficult task. The solution was to translate the spirit and philosophy pursued by the Fiat Auto designers and engineers who created the car into advertising and communication terms.

The result was the three arrows and the 'Forward thinking' slogan: this logo will be used at the launch of the Fiat Stilo and on the first occasions when the new model is seen on the market, at presentations and in 'Open Door' events.

A simple, effective and immediate way to express the car's nature and underlying design philosophy: 'Forward thinking, beyond the norm, one step ahead of the rest'. A solution that is also absolutely in line with the spirit and values of the Fiat brand that the Stilo interprets so effectively. In its strong personality, innovative design, user-friendly advanced technology and smart solutions that make everyday life simpler and better.

The creative team got to work on the concept of 'forward thinking': the three arrows gave them the idea of a newborn baby with a super high-tech watch on its wrist or a caveman playing golf. When they applied their creative energies to the media, they came up with the idea of a window of sky in the corridors of the metro and of removing guardrails and signposts from the roadside. All done with the sense of fun and friendliness typical of people who drive Fiats and want to live their lives dynamically with a smile.

(September 25, 2001)

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