FIAT Explores 'Alternate Routes' in Regional Radio Campaign

AUBURN HILLS, Mich., Nov. 1, 2011 /PRNewswire/ -- The FIAT Brand announced the launch of a new storytelling campaign designed for radio and the brand's Facebook page. The new campaign, "Alternate Routes," features everyday people telling their unique story in two-minute audio vignettes broadcast on-air and online via select CBS RADIO stations in the New York, Los Angeles, Chicago, San Francisco and Orlando markets. The radio campaign begins on Tuesday, Nov. 1 and accompanying video can be viewed on the FIAT Brand Facebook page (www.facebook.com/fiatusa). 

Each of the stories is told with passion by a diverse group of entertaining people representing a spectrum of ages, ethnicities, backgrounds and personal experiences. As each storyteller's tale unfolds, listeners are invited to the FIAT Facebook page to hear the end of the story.

"The FIAT Brand was captivated by the concept of the campaign because, in some way, each story reflects the passion and the spirit of the FIAT Brand," said Olivier Francois, Head of FIAT Brand. "Each story captures your attention to the point where you will not want to change the radio station or leave the vehicle. Listeners will want to retell these stories to their friends and family."

Each of the stories were told before a live audience and captured on film. Twelve stories will air over an eight-week period and an additional eight stories can be viewed exclusively on the FIAT Brand Facebook page. Fans of the FIAT Facebook page also will be able to share each of the stories with their Facebook community.

Alternate Routes can be heard on CBS RADIO stations in the following cities:

• New York
  • WCBS Newsradio 880 AM
  • Fresh 102.7 FM
  • WCBS-FM 101.1
• Los Angeles
  • KNX 1070AM Newsradio
  • 93.1 Jack FM
  • KROQ 106.7 FM
• Chicago
  • B96 96.3 FM
  • WBBM Newsradio 780 AM & 105.9 FM
  • 93.1 WXRT FM
• San Francisco
  • KMVQ 99.7 FM
  • CBS All News 740 AM & 106.9 FM
• Orlando
  • Mix 105.1 FM
  • 105.9 Sunny FM

Alternate Routes was created in partnership with Universal McCann, CBS RADIO Altitude Group and RadioFace, a creative branding company specializing in radio executions. The campaign is supported by broadcast and digital media placement. All of the vignettes can be viewed in their entirety at the FIAT brand Facebook page at http://www.Facebook.com/FIATUSA.

About the FIAT Brand

The FIAT brand stands for discovery through passionate self-expression. It encourages people to be in charge of their lives, live confidently and celebrate the smallest of things with infectious excitement. That philosophy is embodied by the North American introduction of the iconic Fiat 500 or Cinquecento – a small car that lives big. Italian at heart and rooted in a rich heritage, the 500 is synonymous with modern simple design blending form, function and a pride of ownership that is genuine.

Reminiscent of the original Cinquecento, the 2012 Fiat 500 and Fiat 500c (Cabrio) build on the vehicle's global popularity. Since its initial launch in 2007, more than 500,000 Fiat 500 vehicles have been sold in more than 80 countries around the world. The model's unquestionable popularity is the result of the Fiat 500's great ability to deliver unmatched personalization options with advanced solutions in terms of quality, engine and passenger comfort. In addition to success on the sales front, the Fiat 500 has earned more than 60 international awards, including being named the 2008 European Car of the Year, 2009 World Car Design of the Year and Best New Engine of 2010 (FIAT MultiAir® Turbo).

SOURCE Chrysler Group LLC

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