FIAT explores "Alternate Routes" in CBS Radio effort


It’s a storytelling series on CBS Radio stations via two-minute vignettes to air in targeted markets. FIAT’s branding effort was designed for both radio and the brand’s Facebook page. “Alternate Routes” features everyday people telling their unique story in two-minute audio vignettes broadcast on-air and online via select stations in the New York, Los Angeles, Chicago, San Francisco and Orlando. The radio campaign begins 11/1 and accompanying video can be viewed on the FIAT Brand Facebook page ( See the “about” section.

Alternate Routes was created in partnership with Universal McCann, CBS Radio Altitude Group and RadioFace, a creative branding company specializing in radio executions. The campaign is supported by broadcast and digital media placement.

Each of the stories were told before a live audience and captured on film. Twelve stories will air over an eight-week period and an additional eight stories can be viewed exclusively on the FIAT Brand Facebook page. Fans of the FIAT Facebook page also will be able to share each of the stories with their Facebook community. Each of the stories is told with passion by a diverse group of entertaining people representing a spectrum of ages, ethnicities, backgrounds and personal experiences. As each storyteller’s tale unfolds, listeners are invited to the FIAT Facebook page to hear the end of the story.

RBR-TVBR asked Rich Lobel, EVP CBS RADIO Altitude Group:

How does the campaign creative resonate so well with the radio medium?
“They are passionate and entertaining stories from real people. Listeners love great extraordinary content. These radio vignettes are like ‘Hollywood’ trailers!”

Tell us about how the campaign was brainstormed.
“We got together with UM, and Radioface and said, ‘how can we use the power of audio to captivate and seduce people?’ In a word, ‘storytelling’ idea was thought of and developed to bridge the essence of FIAT’s ‘life is best when driven’ to the idea. We used the power of long form audio to peak interest in web videos.”

Stations include:
• New York
o WCBS Newsradio 880 AM
o Fresh 102.7 FM
o WCBS-FM 101.1
• Los Angeles
o KNX 1070AM Newsradio
o 93.1 Jack FM
o KROQ 106.7 FM
• Chicago
o B96 96.3 FM
o WBBM Newsradio 780 AM & 105.9 FM
o 93.1 WXRT FM
• San Francisco
o KMVQ 99.7 FM
o CBS All News 740 AM & 106.9 FM
• Orlando
o Mix 105.1 FM
o 105.9 Sunny FM