Three Minds On Digital Marketing @ Organic

http://www.fiat500.com/eng/

Fiat recently brought back on the most loved car in Europe in the 20th century - the 500 - with a great challenge.

Indeed, the 500 is the car that put the impoverished post-war Italians on wheels. It soon became the symbol of Italy’s economic rebirth, then a design icon. It and the Vespa scooter are the best-known symbols of modern Italy. In re-creating the 500, Sergio Marchionne, 55, the Canadian-Italian CEO of Fiat, had a delicate balancing act to perform. The car had to be faithful to its design roots — a piece of rolling nostalgia — yet thoroughly modern and capable of selling in vast numbers. It had to be like the new Mini Cooper, which has sold a million copies since its relaunch in 2001. I believe that this has been achieved and that the new design is truly expceptional. With this launch Fiat hopes to emulate the past success of the 500, although unfortunately it will not be hitting North American showrooms for some time.

Even more exceptional is the site promoting the 500, in particular the user-driven flash video-based car configuration. The experience excites and fuels the passion for the 500 by allowing the user to truly get immersed into building their own customized 500. With many features to choose from I found myself spending an hour just playing around the site; would I want the optional sunroof and what vintage feature would go with red? By the time I departed from the experience my only negative was that I couldn't run down to a dealer and drive one off the lot. Enjoy and have fun building your own 500!
 
Patrick Postrehovsky