We wanted to connect with our target audience, starting with dynamic young mums, in a way that demonstrated our understanding of the challenges they face balancing motherhood with their desire to keep hold of their pre-children identity
London, UK (PRWEB UK) 20 December 2012
The film is an edgy and humourous interpretation of everyday family life. It follows a stylish young mum around her home while she raps about the reality of her life after the arrival of children. It’s a no-holds-barred portrayal of the challenges women face as they grapple with their new role as a mother.
The film was inspired by insightful comments made in research groups which Fiat undertook in the summer. When discussing their lives, mums shared tales of the reality of life as mothers which demonstrated the desire to retain their sense of style and modernity whilst tackling family challenges.
Fiat 500L, Fiat’s newest addition to the Fiat 500 family, is due to launch in the UK in spring 2013 and is squarely aimed at style-conscious young families that are in a stage of life when they are looking for a car that not only meets their practical needs but also reflects their personality.
With 5 doors and 400 litres of boot space, the Fiat 500L is much bigger than the chic Fiat 500 but it is clearly part of the Fiat 500 family and shares numerous personalisation options, making it the perfect choice for young stylish parents who want a car that works for their new family but will also turn heads at the school gates.
Created by krow communications, produced by Rubber Republic and seeded by Maxus, the film has now been posted on the Fiat UK YouTube channel.
Elena Bernardelli, Marketing Director, Fiat Group Automobiles UK:
“We wanted to connect with our target audience, starting with dynamic young mums, in a way that demonstrated our understanding of the challenges they face balancing motherhood with their desire to keep hold of their pre-children identity. We hope that by dramatizing the reality of embracing a new life stage in this way we will raise a knowing smile from mums everywhere, and we are sure that they will recognise how the Fiat 500L can bring a touch of glamour into their family’s life.”
Nick Hastings, Creative Founder of krow communications:
‘”All our communications for the Fiat 500 brand come straight out of the fun, cheeky character of the cars. We wanted to turn up the volume a couple of notches on this one, so the film could become a true, funny and shareable piece of content with our audience and beyond. That's why it was so important we didn't hold back from the more explicit realities of motherhood. Thankfully the marketing team at Fiat totally got this, and we're really pleased with the result.”
Pierre Paoli, Digital Account Director, Maxus UK:
“We have found out that Fiat’s mums audience have little time for themselves so we wanted to create a piece of content that was highly relevant, that they could consume in their own terms and share with their peer groups. Our aim is to ensure it is visible and sharable on the platforms that these dynamic mums are actively using, such as Twitter, YouTube, blogs and forums. Enjoy the Motherhood.”