PinkMyRide campaign nails top media award for Fiat

A unique marketing campaign, designed to raise awareness of the limited edition Fiat 500 Pink, has won another top award.

The campaign, dubbed PinkMyRide, 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.

And the effort 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. And the campaign helped to sell the 500 Pink online.

“The Fiat 500 is already a cheeky, happy, cutting edge car,” says Elena Bernardelli, marketing director, Fiat Group Automobiles UK and Ireland. “But 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.