The Hunt
Fiat was ready to set the Indian roads on fire with its BOLD New Drive – Grande Punto and they were looking for an agency that could empower them with a fiery web presence.

The Grande Punto had garnered much attention and appreciation from the west and was looking to make inroads into the Indian compact car market. Fiat extended its association with id8labs to launch this awe-inspiring machine that had already created a buzz among motor enthusiasts across the world. The company was looking for a complete web strategy that would enhance and extend Grande Punto’s image online!

The Labs Touch
Fiat had a product in hand that exuded performance and style. The Grande Punto can be best described as an unconventional hatchback to have hit the Indian roads. Thus the labs knew the USP of the Grande Punto and came up with a two-pronged strategy to create curiosity and simultaneously build a momentum towards the launch of the Grande Punto. This was achieved by dividing the entire website in two phases: Teaser and Post-Launch.

Teaser
After many a brainstorming sessions and ideation exercises, the labs came with a teaser campaign that successfully conjured the spirit of the Grande Punto and its “Bold New Drive” tagline. The teaser was aptly titled, ‘The Be Bold Challenge’. In this funtastic challenge, the users were splashed with 2 word options: One out of the 2 options symbolised boldness. We also introduced a Bold-O-Meter to help users identify whether their choices were Bold or not. Hence, if they picked a Bold Choice, the Boldtraffic signal would flare up. If the choices were Not-So-Bold, then “Time to Change” signal would flare up.

A perfect combination of words and images, we intended to provide users with an aesthetically empowering experience. If the user wanted to ignore the challenge and get updates on the Grande Punto, this provision was also provided on the campaign.

Apart from the teaser, a string of banners and emailers were also sent to prospective customers inviting them to take the ‘The Be Bold Challenge’.

Post-Launch
The main website dedicated wholly and solely to the Grande Punto, wasn’t a mere online communication. The creative strategy entailed conveying Punto’s story with MORE images and less but relevant text. Being a car, we wanted users to “feel” the car than “spell it out” for them.

In terms of the look and feel, the website was an extension of Grande Punto’s image of boldness. Right from the colour mix to the navigation, each and every detail was thought through meticulously. The website was visually appealing and had a good mix of style and substance.

Every section of the website was well-defined and informative. From the intelligent technology that powered this car, to the strokes of brilliance that brought this stylish masterpiece to life; from the price of the car to the rave reviews earned by it, every relevant piece of information about this machine was easily accessible, thanks to the user-friendly navigation panel that ensured a smooth ride for everyone.

What’s more, the user could just drive into the Café Punto and drive out with some cool wallpapers and screensavers to make their Desktops truly Bold.

On the whole, the entire website conveyed the story of Grande Punto with panache.

Result
Yet again, the labs delivered a creative strategy that successfully developed curiosity and maintained a constant buzz about the Grande Punto. Right from the teaser, to the launch of the website, the entire exercise flowed smoothly. The Grande Punto website was a good mix of innovation and strategy. Thus, another successful story was told by id8labs.