Turin, 31/03/2021 | Something totally new in the automotive world: a partnership between the Fiat 500 family and Hey Google whose recent launch was entirely digital. The brands take centre stage in a YouTube stream, at 11am on the 31 March where features of the partnership were illustrated.
The launch, being totally virtual was chosen so that the public could connect with the brands, overcoming the barriers of social distancing, and also to highlight the technological character of the partnership between Fiat 500 and Hey Google.
Rossoevolution directed the launch from start to finish, from concept to the realisation of the content. The location where the press conference was held resembled a radio studio, to give prominence to the voices as a key pivotal point between the car and the Google assistant. This broadcast, moderated by tech influencer Fjona Cakalli, featured Charles Fuster, senior brand manager for Fiat 500 Family and Vincenzo Riili, Google’s marketing manager for Italy, who both narrated the story of how these two iconic and well matched brands met.
The reveal moment was also digital thanks to the use of voice command Hey Google which revealed the new Fiat 500 Family.
The studio guests found themselves in a real web radio, where the participating viewers could listen and watch the show which aired for 20 minutes, and was later available on demand. The broadcasting studio, the visual identity and the mood of the videos were all inspired by the coolness of both brands; colourful, pop, modern and lively. With this special edition of the new Fiat 500 Family, Google assistant leaves its mark on a car, doing so in keeping with the perfect and exclusive style of Fiat 500.
From this initiative, unique in its kind for the unprecedented partnership of brands, the image emerges of a car democratically connected to the world and a digital technology capable of pushing ahead with new concepts of connection and mobility.
An innovative, fun and modern launch that engaged the staff of Rossoevolution in all facets of creativity and in the coordination of production: a challenging event that received positive comments from the entire network.
Edoardo Bessi, Chiara Dellavedova: accounting and project management
Filippo Marchiorello: creative direction
Giuseppe Frazzetta: art direction