Fiat launched an innovative (from the marketing point of  view) crowdsourcing ad campaign called Journeys x FIAT, which includes real stories from Fiat drivers.

The big advantage for thesse type of videos, in which the manufacturer doesn't require actors to only state the positives, is authenticity.

An interesting article about the campaign was published by Automotive News:

"Fiat Chrysler Automobiles marketing chief Olivier Francois says the automaker doesn't mind stoking some competition among its agencies of record when doling out work. If an agency doesn't deliver, firms handling other FCA brands can swoop in for the conquest.

That competitive mindset was applied on a global scale for Fiat's latest digital campaign: a crowdsourcing effort that turned to a global network of independent filmmakers to tell the stories of Fiat loyalists in seven videos documenting their lives and ownership experiences. "

 

One of the videos is on the all-electric 500e (above).

"Dennis and his wife know that any moment presents an opportunity for the next adventure. When their road trip from Los Angeles to San Diego in search of perfect waves requires a pit stop to recharge their FIAT 500e in the coastal town of San Clemente, Dennis doesn’t see it as time to wait. He seizes the chance to surf a local break. Thanks to his all-electric FIAT 500e, he can get “VIP parking” close to the beach. Why waste time looking for parking when your next adventure beckons?

Video by Gene Nagata"

Source: Automotive News