For the first time in the United States, FIAT was releasing it's premium performance model, the Abarth. While an ongoing digital campaign had been building buzz for the Abarth online, the time neared for the Abarth to be publicly available in FIAT showrooms.
SapientNitro was asked to create a set of films that would continue the buzz around the brand and lead interested people to a new, content-rich website, or to dealerships to purchase the car.In Europe, the Abarth has a notable racing pedigree – something the US market did not know. So, the web films produced also serve to introduce to Americans to the the idea that The Abarth is a serious performance car.
Three digital spots were filmed in and around Las Vegas – in the desert, on the racetrack, and the Las Vegas strip - a perfect logical and emotional backdrop for the performance car they call The Scorpion. The films now take the viewers one step further in the journey by featuring the Abarth in it's full-out high-octane action mode. This was to provide a bridge from the awareness generation stage, to the sales generation stage and enlist customers by showing the amplified side of the FIAT 500 Abarth.