The Hunt
Fiat invented another piece of amazing machinery cited – Linea. The Linea garnered all the attention and praise from the west, and Fiat decided to launch its successful car in India. Fiat partnered again with the labs. Prior to the Linea, id8labs had launched the Fiat 500 in association with Fiat. We were an obvious choice and we delivered another success story.

The Labs Touch
Fiat was looking to give Linea a launch that was huge and wanted to make a resounding impact on the Indian market. The labs in sync with the authorities at Fiat chartered a path for the Linea. Usually we encounter products that are quite non glamorous. But Linea had glamour, style, panache and the bling written all over it. The labs knew the USP of the Linea and came up with a strategy to create curiosity and simultaneously build a momentum towards the launch of Linea. The Fiat Linea campaign was divided into 3 phases. The phases are as follows – Teaser, Pre-Launch and Post-Launch.

Teaser
The teaser campaign included a very simple yet a thought provoking concept. The concept revolved around the emotion of “admiration”. Linea’s features were personified and designed in an interesting format to appeal to the eyes as well as the mind of the user. The design was supplemented with strong and intriguing copy. Features ranging from space, engine to technology were personified and put forth towards the user.

This concept not only built curiosity but also made the user think about what the points were hinting at. In case of a particular user didn’t have the inclination and the time to go through the exercise, a quick link was also provided. The user had to enter some information and submit the data in order to receive information about the Linea. This add-on not only saved the user’s time but also made sure that the user had an option to skip. Trust us; the campaign was too appealing to the eye to skip.

Pre-Launch
The pre launch campaign was enthralling to say the least. The concept that was used was aptly titled, “a journey of rediscovery”. The campaign set a perfect platform as it did not reveal the Linea but gave away snippets of the car. The Linea was never completely revealed, this campaign was again a hide and seek event. The designs were playing around with silhouettes of the Linea and cheeky copy was used to create anxiety. The information was divided into 5 links. The links were as follows; Style, Comfort, Safety, Performance and Technosmart.

Style: included a vector of the Linea and was backed with copy that informed about the style quotient of Linea. The other aspect highlighted the interiors of the Linea along with a sneak preview of the interiors.

Comfort: this section shed light on the comfort provided within the Linea. The design included an image of the interior of the Linea which revealed just enough about the space.

Safety: this section was about the safety concerns that the Linea is equipped with.

Performance: this section highlighted the engine power and gave away a bit of performance related information.

Technosmart: Linea is truly driven by technology and this section highlighted the various technologically added features of the car. Again, only the information which would give the user a fair idea was revealed, not the entire functionality.

Post-Launch
Now coming to the grand finale! The final website was timed in with the day the Fiat Linea was launched in India. The website was a treat to watch. Right from the design, colours, arrangement, copy to the navigation, all exuded stylish royalty. The website offered insights and details about the Linea. The content utilised was informative and highlighted the various features of the Linea.

The website was spruced with information that was informative and detailed. Every frame, every link and every stroke had a purpose behind it. The intention was to give the user as much information as he would require and simultaneously urge the emotions of the user. The car was portrayed like a car that any man would desire to own, and the Linea indeed has the qualities of a champion. The website went beyond a mere online portal, to a communication medium that covered it all.

Result
The entire Fiat Linea campaign was strategically planned and every component of the strategy was executed to the tee. Beginning from the teaser to the pre-launch antics to the final website, each segment carried the essence of the Linea. The teaser increased curiosity, the pre launch backed up the teaser and provided a solid foundation for the launch and the launch was nothing else than perfect. The consistency was maintained through out. Right from the design, colours, content and the feel, the whole campaign was sketched with a purpose behind it. The Fiat Linea campaign was a successful event and the labs delivered an exciting, enthralling and a very well chartered online marketing communication.