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Abarth Reveal


Unleashing the scorpion brand's legendary performance on American soil

Unleashing the scorpion brand's legendary performance on American soil

After a 27 year absence, FIAT was ready to once again hit the shores of the American market with the debut of the FIAT 500 Abarth – a legendary European name associated with racing, performance, and winning. Positioned as a supercar, we launched it with an integrated campaign bringing history screaming to life in the present.



The reveal began with a teaser video that lead to fiatusa.com/abarth where users could watch the unboxing of the first ever FIAT 500 Abarth in the US. After the successful Super Bowl spot, FIAT brought journalists to Las Vegas for the unveiling of the FIAT Abarth Venom as well as the seductress of the viral video. The setting was also the stage for several content shoots putting the vehicle in an exciting pulse-pounding environment. The story of FIAT took a stunning high-octane turn with the launch of a brand new website featuring action photography and content captured at the Las Vegas experience.

Three new films were released on YouTube and have been viewed more than 3 million times. Overall 48,000 people signed up for purchase information. Sales were 380% above expectations. The 2012 Abarth was completely sold out a month and a half after launch.


Interactive Media AwardsBest-In-Class Automotive Site – FIAT 500 Abarth Website