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brand: fiat campaign: fiat 500 re- launch markets: italy and uk focus ( europe) dates: july – january. background fiat 500 is one of the most iconic cars in the world whose last production series was during 1975.
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when fiat decided to re- launch the old and iconic fiat 500 cinquecento in july, they were faced with two major problems; a) apart from ensuring the success of the car in its home country, where the reserve of goodwill for fiat is strong, is whether non- italians will choose the new 500 over rival models made by renault, volkswagen and bmw. integrated marketing communication and brand management: the case study of fiat 500.