PinkMyRide campaign wins another award

PinkMyRide campaign scoops another award for Fiat.

THE PINKMYRIDE campaign to promote the limited edition Fiat 500 Pink has won another award.
The campaign became one of the longest-running live streaming ‘viral’ adverts in history, and showed a male model painting a white Fiat 500 a shade of nail varnish pink. It was broadcast non-stop on a special micro-site, with the painter stopping only to eat, sleep and send Twitter messages.
The promo has just scooped Fiat the Best Automotive, Aerospace and Marine Campaign title in the coveted Campaign Media Awards.
In addition, the successful operation attracted nearly 36,000 unique visits to the micro-site, more than 105,000 views of the viral video and over 500 entries to a special competition to win the chance to help paint the car.
“The Fiat 500 is already a cheeky, happy, cutting edge car,” says Elena Bernardelli, Fiat’s marketing director. “This limited edition bright pink version challenges the sensibilities of even our most impulsive, individual and carefree women customers.
“The campaign brilliantly raised the profile of the Fiat 500 Pink and really engaged our audience.”
Appealing mainly to young women, the £11,700 Fiat 500 Pink became 2010’s ‘must-have’ motoring fashion item, and was the first of several exciting Fiat 500 limited editions to be introduced during the year.