HIGH TECH HIGH TOUCH.

INTEGRATED MARKETING
COMMUNICATION TODAY.
THE CASE STUDY OF THE
FIAT 500. A longitudinal case
Simonetta Pattuglia
Faculty of Economics – Dpt. of Management
University of Rome Tor Vergata
pattuglia@economia.uniroma2.it

8th Venice-Paris Congress on Marketing Trends

January 15th-17th 2009
Rev. March 2011 rev. July 2015 rev 2017

Source: Pattuglia S., Integrated Marketing Communication and Brand Management: The Case Study of Fiat
500, McGrawHill Ideas, 2011
 The research
This research focused on a case study – the
launch of new Fiat 500 – a benchmark of
new integrated marketing communication
based on digital platform and events which
combining messages, tools and medias
(high tech/high touch, virtual/real,
innovative/traditional) succeeds to support
the appeal of the car but also to reposition –
to “rejouvenate” (Kapferer) the brand
perception of the Company.
S.Pattuglia Univ Rome Tor Vergata
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JULY 2015 Rev 2017
 The case

“Welcome bambina!”
www.fiat500/blogspot.comS.Pattuglia Univ Rome Tor Vergata
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 The case of the Fiat 500
The launch of the new Fiat 500 represents a significant
example of new integrated communication, a benchmark at
both the business and the product level.
It is a tangible and clear illustration of the progress made by
integrated marketing communication and of the broad
reach of its tools, either traditional and real, or
virtual.
Fiat Auto’s communication strategy consisted in using a
new product to successfully convey a new image and,
most importantly, to revive and reposition a tarnished
corporate identity (brand).
For this reason, its communication effort should be
considered a point of reference for other companies in
both the same and other industries.
S.Pattuglia Univ Rome Tor Vergata
Paris Jan 2009 Rev March 2011
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 The launch of
the new Fiat 500
1957-1975: 3.8 million old Fiat 500 cars sold
July 4, 2007: Fiat says: … start of a new chapter, .. role that
Fiat aims to interpret .. market and in society. .. conscious
consumption. … quality and emotions, … The 500 is the
tangible synthesis of these aspirations. … Fiat smiles at
the future”.
5th July 2007: A great international attention:
“La mythique Fiat 500 s’offre une seconde jeunesse”, Les Echos
“Big aspirations for the little Fiat 500”, Herald Tribune
“El Fiat 500 vuelve a circular 50 anos despues”, El Pais
“Small but still perfectly formed – Italy unveils new Fiat 500 at
50th birthday extravaganza”, The Times
“La 500 fait son come back”, La Tribune
“Fiat takes ride on a mini”, The Wall Street Journal Europe
S.Pattuglia Univ Rome Tor Vergata
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 A comparison of sales of the main city cars –
Mini/Smart/500 2000-2008 (first quarter) –
Registrations

Vendite Mini-Smart-500
2000 - 2008 (primo trimestre)
160000
150000
133580 143.999
140000 131672
130000 128.519
111629 123.551
120000 110167 116.147 113.655
110000
Immatricolazioni

104217 105.713
100000 101853
101754
90000 Fiat 500
94098
80000 BMW mini
70000 Smart

60000
50000
40000
22.353
30000
24.762 26.672
20000 22.298

10000 16349
0
2000 2001 2002 2003 2004 2005 2006 2007 2008

Anno

S.Pattuglia Univ Rome Tor Vergata

Source: Adapted from Acea-European Automobile Manufacturers’
Paris Jan 2009 Association data, 2008
Rev March 2011
JULY 2015 Rev 2017
The triumph of the “iPod of cars”:
the new icon of (post)modernity

S.Pattuglia Univ Rome Tor Vergata

Paris Jan 2009 Rev March 2011
JULY 2015
The Fiat 500 advertising campaign (press), Rev 2017
2007-2008-2009
The triumph of the “iPod of cars”:
the new icon of (post)modernity

Kapferer’s words: “It is a mistake to

believe that the added value of
brands resides exclusively in
their sign value […] in short, in
the image of self conveyed by
advertising and communication.
A brand can only survive if it
displays consistent creativity
and if production is based on a
level of quality that is pushed to
the extreme”.
(Kapferer, Thoenig, 1991)
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 109.549.789
visited pages
9.129.813
contacts
6.529.857
unique visitors
96.169
registered users

interactive marketing platform

consumer engagement
20 different platforms
international laboratory
S.Pattuglia Univ Rome Tor Vergata
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May, 3rd 2006
- 500 Days
 A year-long launch strategy
Target: male and female adults
urban lifestyle
“debut” car for young people
= innovative elements of the society =
innovative communication strategy
Interactive communication
Consumer Community building (awareness,
common rituals, tradition, “moral responsibility”…)
Organization of events
→ design of the product and Rev launch
S.Pattuglia Univ Rome Tor Vergata
Paris Jan 2009 March 2011
www.fiat500.it JULY 2015 Rev 2017
 A year-long launch strategy:
Some Communication Results
Over 3 million people (old and new 500
lovers) contributed to define the car by
website
Thousands of them connected to the website
in the night of 4th July to see the preview
Nov. 2007 declaration of “Car of the Year
2008”
Hundreds of press articles and
S.Pattuglia Univ Rome Tor Vergata
tv report
(national and international)
Paris Jan 2009 Rev March 2011
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Concept lab I
Concept lab
configurator for vehicle externals based
on the trepiùno concept car
Configurations received 171,070
Suggestions received: 22,481
500 designboom
DESIGN BOOM
International design contest open to
professionals, students, design lovers from
all countries
3 categories:
- 500 accessories

- 500 lifestyle

- 500 everywhere

Results:
- 5,433 registered in the contest from 97
countries
- 1,057 design projects received

jury:
giorgio armani
jasper morrison
gabriele salvatores
luca cordero di montezemolo
500 designboom winners
Winner : displayed in milan, at "salone del mobile 2007”

category 500 accessories

dolce vita
by nils kajander, helsinki (finland)
500 designboom winners
WINNER: displayed in milan, at "salone del mobile 2007”

category 500 places

driving cinema
by tim thornton, london (united kingdom)
500 wants a mascot
500 WANTS A MASCOT

contest open to all

subject: design a mascot using
the new fiat 500 as inspiration
Duration: 22-06-2006 – 15-10-2006
proposals submitted: 1,263
Winner: Dante by zio (Italy)
500 FACES

tool for creating entertaining face to

face comparisons with the historic
model. Contributions submitted: 611
Submissions via ecard: more than
1,000
SPEAK 500
tool for learning to pronounce 500 in all the world’s
languages.
Total contributions submitted : more than 85
Non-Italian contributions submitted: more than 30
FILE AUDIO!!! “speak500_poutpourri.mp3”
500 JINGLE VIDEO BOX:
Compositions in gallery: 9,044
Mp3 downloads: 9,903

500 jingle video box

composition tool for home

page soundtrack
October 2006
- 9 Months
concept lab II

configurator externals and interiors

based on the trepiùno concept car
S.Pattuglia Univ Rome Tor Vergata
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interiors

the final design of the stereo

and gear lever knob
has been suggested by the users
500 baby boom

contest for expecting mothers

500 sticker art contest

contest open to all

Subject:
decoration for the new 500
externals
500 Première

On Tuesday 20 March, by reserved

access and exclusively between 9 pm
and 12 am, all registered users had the
opportunity to see the official images
of the new car in world première.
 May,
3rd 2007
1 Year
500x500 online booking

one booking request

every 40 seconds!
500 wants your adv

contest open to all

subject: launch campaign for the new fiat 500

Many of the great ones who had changed the world

are gone forever. Luckily, some do come back.
July 2007
Launch
500 launch event - streaming

from all over europe

people had the
opportunity to connect
to the web site and see
the show and the
convention
500 video configurator

an innovative configurator where users can

build their own new 500 in 3d choosing
among 500,000 different combinations then
the configuration becomes a 3d video to be
saved in the online gallery and sent to friends
S.Pattuglia Univ Rome Tor Vergata
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4th JULY 2007
 High touch: The brand. A Myth
for a brand revival operation
Terms used by the The language used by the
company: media:
“Undisputed leadership” a “myth that is part of Italian
“tradition of excellence in history”; “reviving the
technology, design and myth of the old cinquino”;
human capital” “an icon of Italy on four
“quality breakthrough” wheels”; “operation
“advanced response” nostalgia”;
“total freedom “a city car to dream about”;
“a mix of revival, comfort
a “funny”, “functional”, and technology”; a story
“environmental-friendly”, of “days spent outdoors,
“accessible”, “lovable”, of holidays, of Italy’s best
“fascinating”, “extraordinary moments”
S.Pattuglia Univ Rome Tor Vergata
as well as of
car” Paris Jan 2009 Rev March 2011
JULY 2015 Rev“maximum
2017 driving
“a jewel” “a real asset” pleasure”.
 High touch: The brand. A myth
for a brand revival operation
From Product Brand to Corporate Brand:
performance, quality, design, image
A new logo (the 6th in 30 years),
traditional and “fresh” (symbol)
“Inter-customer relationships” as consequence
of interactive communication: the brand
community as community of “consciousness of
a kind” (values), with the presence of “shared
rituals and traditions” (shared consumption
experiences with the brand, inculcation of brand
history and storytelling) and “shared moral
S.Pattuglia Univ Rome Tor Vergata
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responsibility” (senseJULY of2015duty, proper use of b.)
Rev 2017
 High tech: Internet and the
web people
“Internet has become a true medium of brand
communication” (Kotler P., 2008)
www.fiat500.it = general content management and
agenda setting = “configuration lab” → common
“concept car”
From a push logic to a pull logic = pro-sumership
and a new “media experience economy”
The cooperative web “500 wants you!”:
customization of pages, manipulation of page
structure, iconization
S.Pattuglia Univ Rome Tor Vergata
500ology: online encyclopedia
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 High touch: “Fastes en direct”.
Events as “fabric of relationships”
The features of a typical brand community would not exist in the same way
in the absence of brand promotion events, “brandfests” (McAlexander,
Schouten, Koenig, 2002).
The Press: “Fastes en direct” (La Tribune), “Lancement en fanfare” (Les
Echos), “Grandmesse du lancement” (Le Figaro), “Big aspirations”
(Herald Tribune), “50th Birthday extravaganza” (The Times)
Lingotto Event: 7000 guest list (3750 car dealers, 63 countries, 500
workers of Mirafiori, 1000 journalists, 1000 business, politics, celebrities,
sport ) – Notte Bianca 500
Italy’s 500 Parade: 30 most beautiful “piazzas” – Onlus “Pollicino”
Open days for dealers
Presentation to the President of the Italian Republic
Exhibition in Rome “Miti in Italy”
Design Week in Milan (Apr. 2008) – “500 Work Pop”
S.Pattuglia Univ Rome Tor Vergata
500 Picnics (July 2008, Paris firstJan birthday,
2009 Rev MarchLondon,
2011 Paris, Budapest,
Valencia…): music, shows, entertainment,
JULY 2015 Rev “community”
2017 with prize: 500
High touch: “Fastes en direct”.

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4th JULY 2007 5th JULY 2007
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 January
london 2008
berlin January 2008
500 2007 Awards
AWARDS
"EuroCarBody 2007" - Automotive Circle International - Francoforte (Germania)
Auto Trophy (categoria piccole) - lettori Auto Zeitung - Germania - confidenziale sino al 27.11.2007
L'Automobile più bella del Mondo - (Italia - Museum srl)
"CAR OF THE YEAR 2008"
"Auto Europa 2008" (UIGA)
Vettura dell'Anno a Zagabria" rivista "Auto Klub" di Zagabria

"CAR OF THE YEAR 2008" - CROAZIA (eletta 2 volte: da 10 membri giuria e dai lettori "Auto Magazines"

"Top Auto 2008" nella categoria City - Germania - votata da 150 giornalisti dell'auto in Germania, Svizzera
e Austria
Auto n° 1 - Lettori di Auto Plus - (gennaio 08)
"CHI E' Cars of the Year 2008" (Crisalide Press) - genn. 08
"Trophée de la réussite commerciale" (L'Automobile Magazine) dic. 07

Meilleure voiture de l'anné dans la categorie "Mini Cars"-L'Automobile Magazine-

Francia - gennaio 08
"City Car of the Year" - BBC Top Gear - UK
"Best Small Car of the Year" - Fifth Gear TV - UK
"Car of the Year" - Car Magazin - UK
Best Car 2008- Cat. Mini cars - Besten Autos - Auto Illustrierte (Svizzera)
"Car Design of the Year 2007" - UK
500 2008 Awards

"La Novità dell'Anno" - (Quattroruote )

"Le Auto che preferisco" - cat. City Car - Quattroruote

Auto N° 1 in Polonia - genn. 08

Auto più bella del Web 2008 - Infomotori

Citycar più bella del web 2008 - Infomotori

Auto Leader 2007 - Polonia - lettori di Auto Moto e Twoj Styl

Vettura femminile 2007 (Auto con la Fantasia) - Polonia - lettori Twoj Styl

"Auto Aziendale dell'Anno 2008" eletta da Firmenauto (flotte) e Dekkra (Germania)

Car of the Year 2008 - UK

Car magazine Car of the Year - UK

Fifth Gear SmallCar of the Year - UK

Auto Express Best City Car 2008

"Best Compact Car" - Giappone - concorso di utenti internet

"Miglior Vettura Piccola" (categoria degli importatori) lettori di Auto Zeitung (Germania) nwell'ambito del
premio Auto Trophy per la seconda volta consecutiva

Miglior "Compact Car" - Giappone (20.11.2008)

"Import of the Year" attribuito da "Overdrive" INDIA - 14.01.2009

500 2009 Awards

"City Car of the Year" - assegnato da Business Car (UK)

"Die Besten Autos 2009" - Auto Motor und Sport - Germania

"Le Auto che Preferisco" - Quattroruote - cat. Citycar

"Import of the year" Overdrive - India

"Luxury Car 2008" top Gear India

"Best cars 200" - Portogallo - Rivista Motor Press - categoria super Mini - (febbr. 09)

"The best car of 2009" - Slovenia - Avto Magazin - categ. Mini cars - (febbr. 09)
"2009 World Design Car of the Year" annunciato al New York International Auto
Show - 09.04.2009
"Il premio dei premi"- assegnato dal Ministero per la Pubblica Amministrazione e
L'innovazione. (9 giugno 2009)

"Auto Trophy 2009" da Auto Zeitung (Germania) novembre 2009

Miglior auto importata in Brasile nel 2009 - nov. 2009

"Best Design in 2009" - Cile

500 2010 & Abarth Awards

500 - 2010
"TOP auto 2010" categoria Fun - giornalisti tedeschi settore automotive

"LE AUTO CHE PREFERISCO" - Quattroruote - cat. Citycar

MOTORPRESS BEST CARS 2010 EDITION - cat. SUPER MINIS

500 Abarth

Production Power Car Up to 6000 €/kgr/hp - Grecia

"Sportscar 2009" lettori di Auto Bild nella cat. delle piccole (Germania) Nov. 09
High touch: Sponsoring
500 1.4 16V
Dedicated to
Valentino Rossi
Yamaha Moto
GP

S.Pattuglia Univ Rome Tor Vergata

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High touch: 500 as a gadget
500
Courtesy
Car
Ferrari
(200
European
Dealers)

S.Pattuglia Univ Rome Tor Vergata

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 High touch: Advertising
2004: No cars to promote. Adv=shocking advertising
campaign where foreign brands thanked Italians for buying
their cars in large numbers
2005: New Panda promoted by the Jamaican four-man bob
team; Fall 2005: A new tv campaign for the Grande Punto
with Vasco Rossi and for the Bravo with Gianna Nannini
singing “Meravigliosa creatura”= two Italian icons and Fiat
“renaissance”
2006: the Italian showman Fiorello and his gags
107 billion euros investment in adv 7th big spender
2007: (Unrae data and Nielsen Media
S.Pattuglia Univ Research)
Rome Tor Vergata Fiat 2nd- No
Paris Jan 2009 Rev March 2011
adv for Fiat 500 until theJULY fall
20152007
Rev 2017
 High touch: Advertising

Fiat 500 in Berlin, Checkpoint Charlie,

interactive points
288 mt2 and 20 mtS.Pattuglia
stripe Univ Rome Tor Vergata
toMarchpost
Paris Jan 2009 Rev 2011 sms on real
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time
High touch: Advertising

From Paris to Brazil

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 High touch: Adv - TV spot
“The new Fiat belongs to us”

Music: Back To Life – G. Allevi, Joy (2006)

Agency: Leo Burnett
Images: Nuovo Cinema Paradiso and from Italian
recent history, eternal struggle
S.Pattuglia Univ Romebetween
Tor Vergata God and Evil
Paris Jan 2009 Rev March 2011
Pay off: “You are We car” JULY 2015 Rev 2017
 The multimedia place: the
stores and the web
Milan Temporary Store (being visited on the
web) devoted to the 500
History
Values
Unforgettable experience
Memory
Information
Merchandising
Books/Magazines
Test drive S.Pattuglia Univ Rome Tor Vergata
Paris Jan 2009 Rev March 2011
Car Dealers/Open days JULY 2015 Rev 2017
 Conclusions: A high tech-high touch
communication for a high tech-high
touch product
The Fiat operative goal: selling (more than
120.000 in a one year)
The strategic meta-goal: a great integrated
marketing and communication plan → repositioning of
the corporate brand(s) and creation of brand
awareness and image on main values: trendy cars,
free-style cars, good manufactures, Italian tradition and
Style, distinction and modernity with positive effects on
Products range, Company, Group
Communication Budget: 16 million euros<adv
DematerializationS.Pattuglia
(Myth) ofTorthe
Univ Rome Vergataproduct thanks to

integration between realParis

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JULYvirtual communication
2015 Rev 2017
 Literature (1)
One cannot not communicate. Every behaviour is a kind of
communication The 60’s Palo Alto School (Watzlawick, Beavin, Jackson, 1967)
High tech High touch “In a High Tech world with an increasing search
for balance, High Touch will be the key to differentiate products and
services” (Naisbitt 1999)
Comunicare per competere (Cherubini S., 2000)
Comunicare con gli eventi (Cherubini S., Pattuglia S., 2007, 2009)
La comunicazione tra reale e virtuale. High touch o high tech?
(Cherubini S., Pattuglia S., 2009)
“Companies will spend more in providing special experiences to their
customers than in offering better products and services” (Kotler P., 2008)
Customer retention approach, which leads consumers to enter a
community that share awareness, common rituals and traditions, as
well as a sense of “moral responsibility” – “consumer communities”
(Muniz, O’Guinn, 2001; McAlexander, Schouten, Koenig, 2002).
The Internet becomes a media system that – without performing any
“miracle” – may play a strategic role in Univ
S.Pattuglia helping
Romethe company adapt to a constantly
Tor Vergata
changing environment (Porter, 2001).
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 Literature (2)
The idea of brand community: the intersection between brand
– an entity of consumer culture – and community – a
sociological notion, as evidence of the persistence of community
in modern consumer culture and as “liberated from geography
and informed by a mass-mediated sensibility in which the local
and the mass converge… explicitly commercial” (Muniz, O’Guinn,
2001)
The features of brand community would not exist in the absence
of brand promotion events, “brandfests” (McAlexander,
Schouten, Koenig, 2002).
New concept of consumption (including “media”): from
“everyting is communication” to “cross-mediality” and to
the “culture of convergence”: “media is a concept that can be
applied to any phenomenon of generating a relationship with the
consumer” (Carat, 2006)
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 The general framework: main
references
Communication becomes a “system” thanks to
new communication trends:
Management and enhancement of brands and
branded contents
Emphasis on the relationship with the local
communities and on event marketing
KM as a process of corporate communication
Reputation building
Consumer-generated content models
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 The general framework.
A new integrated marketing
communication (high tech high touch)
The various forms, areas, instruments of communication create a new
communication mix that defines a new integrated marketing
communication.
While advertising is effective in responding to primary needs, the
research and codification as well as the management of identity
(starting from the brand) require other forms of communication,
marking a transition “from real to virtual”.
Strong tendency towards “virtualization” is associated with,
paradoxically, a strong tendency towards tangible and concrete
forms of communication.
“A marketing communication strategy consists in combining, from
the beginning and in all possible ways, the old communication
media with the new digital ones, to reach prospect customers
and stimulate their interest”
(Kotler P., 2008)
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 The general framework: a
new communication
Investing in a “culture of communication” means:
Identity
Positioning
Credibility
Goodwill
Reputation
Network
Stakeholder trust
Internal communication (see fig.)
… Corporate social responsibility
…
S.Pattuglia Univ Rome Tor Vergata
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S.Pattuglia Univ Rome Tor Vergata
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 The general framework:
a new consumer
New ICT Technologies + Marketing processes =
new consumers
Smart
Sohisticated
Aware
Hard to please…
→ maximum differentiation
→ pro-sumership
S.Pattuglia Univ Rome Tor Vergata
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 The general framework: the
mix of old and new media
The mix of old and new media – which,
according to Kotler, ought to be “combined” – is
redefining the consumption habits of the new
consumers (pro-sumers), who are moving
from generalist consumption, to on-
demand consumption, to shared and
participatory (2.0), virtual and
artificial(3.0) consumption – even of the
media. Therefore, we are moving from
general to niche and increasing individual
patterns of consumption.
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 Final sales results 2009

2000 2001 2002 2003 2004 2005 2006 2007 2008 2009

SMART 101853 104217 110167 111629 133580 131672 101754 94085 103377 95155

S.Pattuglia Univ Rome Tor Vergata

BMW MINI 24762 105713 116147 123551 128519 113655 143997 142839 135108
Paris Jan 2009 Rev March 2011
FIAT 500 JULY 2015 Rev 2017 33268 93278 80141
 The general framework:
Conclusions
Relations, paradoxically, go from being extremely virtual
to being physical and human.
High touch becomes high tech and rediscovers itself;
relations become events (real and virtual ones) that bring
together individuals and communities.
Companies are improving their ability to “engage”
consumers: one-to-many communication, one-to-one,
many-to-many. The network, a network of networks.
A chance for new professionals: skills, integrated teams
and task forces
A great role for Universities.
THANK YOU!
pattuglia@economia.uniroma2.it
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 LA NUOVA FIAT 500:
«PIU’ AUDACE, PIU’ CONNESSA, SEMPRE 500»
 LA NUOVA FIAT 500:
IL LANCIO
3 Luglio 2015

Sostenibilità, Continuità, Evoluzione, Italianità= «benchmark di segmento»

Prodotto
Eventing e Brand Heritage

Prodotto allargato

Valori del brand e stile

High Tech
High Touch

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LA NUOVA FIAT 500:
TWITTER

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LA NUOVA FIAT 500:
FACEBOOK e l’ «EVENTING»: «500 NIGHT»

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LA NUOVA FIAT 500:
IL SITO

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LA NUOVA FIAT 500
ADV ONLINE - GOOGLE

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Dall’online alla «riscoperta» dei concessionari ;)

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ADV tradizionale – La Tv commentata – L’effetto cross media

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