The Pocket Rocket Takes Centre Stage
Gambit Communications & Abarth
Abarth is an Italian performance car brand with little brand recognition in the Middle East region. Gambit was tasked with developing a comms campaign that would create real impact on sales and brand awareness, using just one press car and a budget of less than $20,000 in the midst of a shrinking automotive media scene and a demanding influencer scene.
Our grassroots ‘Story-Telling, Story-Showing, Story-Doing’ strategy, allowed us to use multiple editorial-based, visual-based and experiential-based platforms to engage with a huge group of talented content creators, Abarth community members, press experts, young opinion leaders, tastemakers and trend-setters. It involved people who are identifiably cool and talented, representing an ethnically and gender diverse group.
Result? Abarth had its biggest ever sales year in the region, with 38% sales growth, 470 press stories, a quarter million organic YouTube views, a quarter million Likes, 35% Instagram growth, and over 4 million impressions.