MEDIA-I: New media choice - Fiat China

<p>Regional account director, North Asia, AKQA </p><p><BR><BR> </p><p>Site: www.fiat.com.cn </p><p><BR><BR> </p><p>The look of the site is neat and conventional. </p><p><BR><BR> </p><p>The use of the navigation on the left is pretty standard and is easy to </p><p>use. </p><p><BR><BR> </p><p>The site is quite pleasant and the use of colour in the navigation </p><p>denotes the element of fun. </p><p><BR><BR> </p><p>The flash animation on the homepage could be further developed and used </p><p>in some other sections of the site to create more interactivity. </p><p><BR><BR> </p><p>I would say that the use of pop-ups for the press releases is not </p><p>advisable. </p><p><BR><BR> </p><p>This is because it means that users will have to deal with additional </p><p>windows. </p><p><BR><BR> </p><p>With so many images on a page, it also means that the time it takes to </p><p>download is longer. Moreover, the quality of pictures featured is not </p><p>high. </p><p><BR><BR> </p><p>Copy in the press section on the website is generally easy-to-read with </p><p>short paragraphs and supporting photos. </p><p><BR><BR> </p><p>However, the one on the 2001 Shanghai International Car Show was too </p><p>'painful' to bear; too much information was stuffed into long </p><p>paragraphs. </p><p><BR><BR> </p><p>All in all, the overall impression of the Fiat China website is still of </p><p>a brochure-ware type. </p><p><BR><BR> </p><p>It's as if the manufacturer is trying to say something but in doing so, </p><p>doesn't seem to be able to leave much of an impression behind. </p><p><BR><BR> </p><p>The site fails to communicate the fundamental brand essence on the </p><p>manufacturer and its various brands. </p><p><BR><BR> </p><p>Hopefully, when the site is more complete its impact will be better than </p><p>it is currently. </p><p><BR><BR> </p>