Hello!

we are

s.c.a.g.

what the h*ll is s.c.a.g.?

George Heftler copywriter

emilia mcdevitt account manager

Heather kasprzak art director

jon kirkleski account manager

catherine dice copywriter

julie drenkhahn art director

sarah falchuk research

We like a challenge.

“You can say the right thing about a product and nobody will listen. You've got to say it in such a way that people will feel it in their gut. Because if they

don’t feel it, nothing will happen.”

William Bernbach

we started to wonder…

and wonder became research.

so we started looking.

and we looked at the Competition.

we got behind the wheel.

we asked the experts.

“fiat customers really want to

be unique; they like to be bold.”Melissa yates

studio manager fiat of lehigh valley

“almost no two fiats are the

same.”louis stomel

fiat rep fiat of maple shade

we asked the crowd.

and they responded.

fiat is…

“European Car”“New Age”

“Italian”

“Safe”

“Modern”

“Unreliable”

“Mediocre”“Unique Name”

then…the dreaded wall.

what if…

we focused just on women?

the target likes compact cars.

the target isn’t familiar with fiat.

the target likes the rush of the reaction.

“i would rather blend in at first that way

you can surprise people.”

“defy expectations. by that i mean do all of the things people don’t believe you’re

capable of.”

meet the target.

the woman who wears a suit to work

the woman who wears a suit to work

and when she takes it off

the woman who wears a suit to work

and when she takes it offreveals a back full of

tattoos .

badass.

badass.independent.

she knows what she wants.

she knows what she wants.she knows how to get it.

badass women she relates to.

“other fiat drivers always wave or get

excited”Amanda mitnick

fiat owner

“That’s a sick car. It looks like something

you’d want to go fast in.”alyse Van de putte

potential buyer

we came up with a strategy.

turn the car women won’t think twice about into

the femme fatale’s best friend.

we started brainstorming.

Under my small and chic exterior beats the heart of a lion. Or better yet, a cheetah. At a red light, yeah you’ll hear my engine roar but not because I’m looking for attention. They

may try not to look but I feel their stares. My engine revs because I know where I’m heading.. I know how I’m getting

there. And you can join me, or get left in the dust.

this beauty is a beast.

print.

Tv.

this beauty is a beast.

outdoor.

online.

social.

sponsored.

Guerrilla.

the #findfiat challenge.

rock out.

thank you.questions?