Fiat wins award for viral ad
Fiat has won an award for an original marketing campaign raising awareness of a limited edition car.
Entitled PinkMyRide, the scheme became one of the longest running live streaming viral adverts ever created, featuring a man painting a white Fiat 500 a shade of pink nail varnish.
The actor only stopped to eat, sleep and post messages about the experience to social network Twitter.
Fiat took Best Automotive, Aerospace and Marine Campaign at the Campaign Media Awards for the advertising initiative.
It was created to promote the Fiat 500 Pink and attracted almost 36,000 unique visitors to a specially-created microsite.
Elena Bernardelli, marketing director at Fiat, said the model is already "a cheeky, happy, cutting-edge car".
"But this limited edition bright pink version challenges the sensibilities of even our most impulsive, individual and carefree women customers," she added.
In related news, Fiat's TwinAir engine technology was last week named Engine of the Year prize at the 2010 Top Gear Magazine Awards.