500e vs Cybertruck
OLV/ Organic social
OLV/ Organic social
When it comes to EVs in the U.S., Cybertruck is the Goliath. Big and brash. The Fiat 500e is more like David. Small but mighty. Neither EV right or wrong. Just polar opposites from one another.
Fiat had just launched the 500e in the US and wanted to find a way to get the world's attention on our electric car. And with no media dollars to spend, we had to get scrappy.
The idea: Have our David take on their Goliath. Use Fiat's playful tone to ignite a friendly rivalry with Cybertruck. And leverage social conversations around the polarizing Tesla Cybertruck and shift the attention to the opposite end of the EV spectrum—the small, spunky and colorful 500e.
The goal was to cause online buzz, and did we ever. Even Cybertruck's lead engineer, Wes Morrill, had something to say.
Media Budget: $9k
Results: 1.4M impressions
280k views
18.8k engagements
Results: 1.4M impressions
280k views
18.8k engagements
ECD: Gary Pascoe
CD: Jim Amicucci
CD: Andrew Wright
Art Director: Simon Post
Copywriter: Lucas Gustafson
CD: Jim Amicucci
CD: Andrew Wright
Art Director: Simon Post
Copywriter: Lucas Gustafson