Fiat Titano Launch Material
Fiat
South America
Introduction
The new Fiat Titano was the brand’s most important launch in 2024, marking its entry into the midsize pickup segment. With a robust and innovative appeal, the Fiat Titano was introduced as an affordable midsize pickup, aiming to modernize and strengthen Fiat Brazil’s presence in the market.
This launch represented the brand’s strategic investment in point-of-sale advertising as one of the key tools to reposition itself within the agribusiness sector. The challenge was to bring all the modernity and strength of the Fiat Titano into the dealership showrooms through unique materials that acted as true silent salespeople—powerfully supporting sales teams with remarkable effectiveness.
Development
The Fiat Titano ushers in a new era for the brand, introducing a robust vehicle built to tackle the challenges of the agribusiness world. For the launch, we developed a floor stand display, a floor decal, and a custom license plate—each detail echoing the essence of the sector and highlighting the strength and durability demanded by the land. The launch campaign, focused on history, legacy, and leadership, includes a display that embodies these traditions.
Elements such as certified wood, fire-branded logos, and metal represent solidity and reliability. Additionally, the design evokes a wooden gate, symbolizing the entrance to the rural world—where the Fiat Titano takes center stage. The showroom display invites customers to fall in love with what the vehicle represents, with each material and detail creating a unique and immersive environment.
Results
The launch kit, with its elements referencing the rural universe, effectively conveyed the main attributes of the Fiat Titano: strength, durability, and a deep connection to the land.
The choice of materials such as certified wood, fire-branded logos, and sturdy metals—combined with a design that evokes rural tradition—created an immersive experience for customers entering the dealerships. This resulted in a significant increase in in-store engagement, leading to a 504% increase in midsize pickup sales in July.
