Your own style, everywhere.
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Are minicars just for teenagers?
Times are changing, and changing fast: minicars, small cars, microcars, city cars, compact cars, light quadricycles – in short, those little runabouts that you can drive from the age of fourteen with a provisional licence – are becoming an increasingly common sight, especially in towns and cities with restricted traffic zones (ZTLs). Behind the wheel, you’ll find not just school pupils and teenagers, but adults of all ages and backgrounds, because they’re easier to manoeuvre in historic town centres, because parking is easier, and because they’re cheaper to run.
The market and competition are growing, as is Aixam, a French brand founded in 1983 and historically Europe’s first manufacturer of minicars. And to grow even further, it is appearing on television for the first time, coinciding with the 19th series of X Factor, broadcast on Sky: a series of three adverts aimed at new target segments – no longer teenagers, no longer sixth-formers, no longer young people.
The “Your style, everywhere.” campaign will be broadcast during all stages of the talent show aired on Sky, from the casting calls and auditions through to the bootcamp, the live shows and the final. Specifically, the campaign will be broadcast on Sky 1 and TV8 as a trailer for the X Factor television programme from 11 September to 4 December, covering both live broadcasts and repeats of the programme, for a total of over 3,500 adverts; on 40 Sky channels from 7 September to 6 December across all time slots, totalling approximately 12,000 airings; on the Sky Digital Network and on the X Factor Italia and Sky Italia YouTube channels from 7 September to 6 December, with an estimated 4.5 million impressions.
There you go: two teenagers, a girl, a man in his forties and a boomer
After an opening sequence featuring a pair of teenagers, which is the same for all versions, the three 10-second adverts differ in their target audiences depending on the actors: a très chic young woman, a self-assured man in his forties and an âgée lady.
The voice of presenter Elisa Contestabile tells viewers about the freedom of driving from the age of 14, how easy it is to park, the practicality of an Aixam, the choice between electric and petrol models, and the chance to discover these microcars at dealerships.
The post-production of the Italian-language versions of the adverts was carried out by Nova Rolfilm in Turin.
A campaign on YouTube and social media, also managed by Balzac, is planned to run in parallel, alongside a specific campaign on TikTok managed by the Milan-based agency NativeJ.