Fiat launches large-scale cinema sponsorship and first-ever foyer activation

Fiat has launched an immersive, largescale cinema campaign to promote its Fiat Tipo range.

Set to run for a period of three months, Fiat has collaborated with Cineworld, Starcom and Digital Cinema Media (DCM) to bring its powerful campaign to life, targeting a family audience in the cinema environment through a shareable, interactive experience.

The immersive activation sees Fiat bring a car into the cinema foyer for the first-time ever. Working with creative agency Flying Object and Magic Camera, the model makers who have designed sets for major Hollywood movies, the car’s spacious interior and boot will be filled with a miniature world of cinematic wonder.

A detailed model landscape will be packed with volcanoes, helicopters, mysterious statues, giant ants and much more, creating a loving homage to Saturday afternoon adventure films like Jurassic World, while showcasing the enormous capacity of the Fiat Tipo.

Cinemagoers will have the opportunity to become part of the scene. By poking their head through the car window, they can pose as a “monster” looming over the miniature world.

Fiat and video production company Contented have also created a 15 second bespoke cinema ident that will run alongside Fiat’s 30 second brand ad that promotes the extra space its new Tipo model offers families.

Other key assets and branding will feature on Cineworld’s website and newsletter, including a ‘Families Go Free’ competition which offers 1000 families the chance to win an exclusive family cinema trip.

Sophie Franks, Associate Director, Planning, Starcom said: “Cinema is the perfect fit for Tipo, enabling the brand to connect a typically hard-to-reach family audience to raise awareness of its key brand values. This immersive activation will create a truly impactful human experience and really strengthen the campaign messaging.”

Davina Barker, Sales Director, Digital Cinema Media, said: “We continue to push boundaries with what’s possible in cinema’s unique environment and what brands can do to engage cinemagoers in the immersive cinema space. We’re thrilled to be working with Fiat to perform a media-first by bringing a car into the cinema-foyer for the first time, in this fun, immersive and memorable campaign.”

Kate Barrett, Fiat Brand Communications Manager said: “We wanted to stand out and push the limit of how people see the Fiat Tipo. Through an engaging experience that brings our unique proposition to life, we hope to shift people’s focus to highlight the Tipo’s key qualities while sparking conversation and driving brand difference.”

Tom Pursey of Flying Object said: “By building a fascinating, cinematic word in miniature, we want to create an experience that delights film lovers. It’s a magical way to dramatise the capacity of the Fiat Tipo, and bring the ‘more space, more stuff’ message to life.”

Magic Camera added: “We’ve always loved adventure movies, so we leapt at the chance to create this world of cinematic wonder for Fiat Tipo.”

The in-foyer activity will run on Saturday 9 June at Cineworld Crawley, with other brand assets launching on Friday 8 June and supporting the campaign until 31 August.

Fiat’s onscreen brand ad will run across all DCM cinemas nationwide alongside some of the summer’s biggest films.

Source: Starcom

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