Oh Momma!

Driving £420K in direct revenue

Fiat briefed Maxus UK to launch the Fiat 500L, marking a critical entry for the brand into the family car category. So, how to achieve cut through in a marketplace packed with big-budget brands peddling images of perfectly fulfilled family life?

Oh Momma!

Driving £420K in direct revenue

Fiat briefed Maxus UK to launch the Fiat 500L, marking a critical entry for the brand into the family car category. So, how to achieve cut through in a marketplace packed with big-budget brands peddling images of perfectly fulfilled family life?

Becoming a mum is an exciting new chapter in life. It's also really difficult. So we decided to flip communications for the sector and make Fiat the first brand to speak about the bare naked truth of motherhood, in all its warts and glory.

Thinking beyond prime time TV, we identified the places where women go to discuss the tough reality of motherhood. From swapping sleep deprivation stories on Mumsnet to sharing baby pics on Facebook, we found that the joys and trials of parenthood are fuelled by social sharing. So we thought why not create content that would fuel conversation and put 500L at the forefront of new mothers' minds?

The Motherhood was born: a funny, honest video of a mother rapping about the reality of her life, from leftover fish fingers to sick-stained clothes. Everything mums wanted to find out on their NCT course, but didn't. We encouraged carefully selected bloggers to promote and share the content, while preroll placement, Twitter and viral network activity all drove views.

Becoming a mum is an exciting new chapter in life. It's also really difficult. So we decided to flip communications for the sector and make Fiat the first brand to speak about the bare naked truth of motherhood, in all its warts and glory.

Thinking beyond prime time TV, we identified the places where women go to discuss the tough reality of motherhood. From swapping sleep deprivation stories on Mumsnet to sharing baby pics on Facebook, we found that the joys and trials of parenthood are fuelled by social sharing. So we thought why not create content that would fuel conversation and put 500L at the forefront of new mothers' minds?

The Motherhood was born: a funny, honest video of a mother rapping about the reality of her life, from leftover fish fingers to sick-stained clothes. Everything mums wanted to find out on their NCT course, but didn't. We encouraged carefully selected bloggers to promote and share the content, while preroll placement, Twitter and viral network activity all drove views.