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Armani has always aligned with quiet luxury - emphasizing “timeless elegance” over trends.
FIAT 500E x
ARMANI
Fiat is re-entering the North American market with the release of their Fiat 500E, a fully electric version of the brand’s iconic Fiat 500. To spearhead this launch, Fiat is debuting its exclusive collaboration with Armani, the Fiat 500e Armani Edition - pairing two iconic Italian brands that have come to represent Italian style, design, and function - with a cause.
The Fiat 500e Armani edition is the most sustainable luxury car, a limited edition vehicle that exemplifies Italian premiumness and exclusivity paired with sustainability - a cause that both brands have championed. This exclusive collaboration was created with three pillars in mind: Sustainable Design, Sustainable Fashion, and Sustainable Luxury.
The Ask:
IILIntroduce American drivers to the world’s most sustainable luxury car, the Fiat 500e, a collaboration between two icons of Italian heritage and craftsmanship.
Leverage the Super Bowl, one of the biggest annual moments in American culture - hosted this year in the uniquely American city of Las Vegas - to create excitement and media attention around the launch of this collaboration of Italian style icons, which, in turn, will create awareness of the North American launch of the standard 500e.
The Problem:
Despite Fiat’s undeniable popularity across Europe - where the 500e outnumbers Teslas on the road and brand allegiance borders on cult-like - Fiat has historically struggled to establish a meaningful and successful brand presence in the North American market.
The Target:
Sustainable Sophisticates. Young urban dwellers who are style conscious and enjoy the exclusivity that comes with being perceived as “in-the-know” - who appreciate the aesthetics and heritage of classic design, but are future-forward in terms of technology and the environment.
The Strategy:
Creative Campaign:
The Insight:
Shhhhh…
The luxury category in the US has changed from flaunting screaming logos to an appreciation of well-made classics that are understood by those “in the know” - an aesthetic referred to as quiet luxury.
