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.
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.