We wanted to build on the buzz and awareness of the FIAT “Immigrants” TV commercial that featured FIAT 500 vehicles driving into the Atlantic Ocean in Italy and reemerging on the shores of America. The solution came in the form of an impeccably authentic passport that featured the FIAT 500 as the traveler.

Not only did the passport creative extend the “Immigrants” broadcast creative, but it also reinforced the FIAT “Choose your Italian Adventure” Sweepstakes while playing into an audience with a high propensity for travel and trying new things. And with a response rate of nearly 9.4% among a 95% conquest audience, the creative proved to be a huge success.