Fiat
By leveraging TikTok’s innovative Automotive Ads format, Fiat introduced its new Grande Panda model to Dutch consumers in a fresh, vibrant, and interactive way—boosting ad recall, brand preference, and test drive intent.
Objective
Bringing the bold new Grande Panda to the streets - and screens - of the Netherlands.
Stellantis, one of the world’s leading automotive groups, was preparing to launch the all-new Fiat Grande Panda in the Dutch market. To match the car’s vibrant and playful identity, Stellantis was looking for a modern, high-impact media approach to generate awareness and consideration among local consumers.
The core goal? Showcase the Grande Panda’s colorful personality, increase visibility, and drive test drive bookings- turning curiosity into real-world interest.
Solution
Putting color and personality front and center with Automotive Ads.
To meet these objectives, FIAT teamed up with Publicis Groupe and TikTok to pilot the new Automotive Ads format, designed to help car brands showcase their models in a visually dynamic and performance-driven way.
As the first brand in the Netherlands to use Automotive Ads for Models, Fiat was able to display the Grande Panda’s full color line-up in a swipeable, interactive format tailored to TikTok’s native experience. Each ad gave users an up-close look at the car’s design and features - plus the option to book a test drive directly from the video.
Behind the scenes, TikTok’s Pixel and Events API were activated to measure engagement and optimize performance. Creatives were designed to feel organic to the platform, mirroring trending content styles and using a creator-led approach to boost authenticity and relatability.
Results
Awareness up. Preference up. Intent up.
The campaign delivered strong results across all key brand and performance metrics, proving the effectiveness of Automotive Ads in a full-funnel automotive strategy:
+5.7% Ad recall compared to the control group
+5.9% uplift in brand preference
+2.7% uplift in test drive intent
With TikTok, Fiat not only captured attention but also drove measurable consumer interest in the Grande Panda - translating bold creative into real-world action.
Conclusion
A colorful car. A fresh approach. A measurable impact.
By combining the immersive power of TikTok with a bold new format, FIAT successfully launched the Grande Panda to a young, urban audience - bringing its color, energy, and personality to life in a format built for discovery and engagement.
Fiat is excited to explore new digital avenues with TikTok for the launch of the Fiat Grande Panda in the Netherlands. By tapping into TikTok’s engaged audience, we've observed a promising shift in brand preference and engagement. This initial step into TikTok advertising has opened valuable opportunities for connecting with potential buyers. We are committed to building on this experience and adapting our strategies to maximize future success.