Leo gives Fiat classics a miniature makeover

The Fiat Collection features miniature versions of models including the Fiat 147, the first car Fiat produced in Brazil, the Fiat Uno with a ladder, referencing a meme associated with the model, and the Fiat Strada.

Leo has created a campaign for Fiat’s 50th anniversary in Brazil, using the language of automotive retail advertising to promote a collection of miniature models representing cars from the brand’s history in the country.

The first batch sold out at Fiat Wear within 20 minutes, prompting the brand to launch the campaign alongside the arrival of another batch.

Leo applies retail language to Fiat miniatures

The campaign film presents the miniature cars as if they were full-size vehicles being offered for sale. The models are promoted for R$ 24.99, culminating in the tagline “Fiat Collection. Small in size, giants in history,” which links the scale of the collectibles with their place in Fiat’s history in Brazil.

Frederico Battaglia, Head of the Fiat and Abarth brands for South America: "The Fiat Collection was created to celebrate models that are not only part of our 50 years in Brazil, but also of the fond memories of many Brazilians. The public’s response showed the strength of this connection and gave us the opportunity to expand the conversation in a fun way. The campaign plays with language that is very familiar to those who follow Fiat and reinforces that, even in miniature, these cars continue to carry great stories."

Campaign builds on 30-year agency relationship

Leo developed the collection and campaign as part of the communications ecosystem marking Fiat’s 50th anniversary in Brazil. The agency has worked with the brand for 30 years and used familiar automotive retail conventions to frame the miniature models.

Sabrina Spinelli, Business Director at Leo: "When we thought about the collection, it also clicked: if we’re talking about Fiat cars, why not advertise them as Fiat cars? From there, we brought retail codes to the miniatures and found a fun way to present models so present in the brand’s history to the public. This type of idea also stems from our close relationship with the business and the knowledge built over 30 years of partnership, which allows us to recognize opportunities and transform them into communication."

Fiat campaign extends across digital channels

The film, titled Miniatures, premiered on Fiat’s YouTube channel. The campaign also includes always-on content and a group of influencers supporting promotion of the collection.

www.fiat.com

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