In the corporate world, email is one of the most commonly used communication tools. On average, every employee sends 40 emails per day. The goal of the action was to show the versatility of Fiat, using a proprietary channel belonging to our target audience.

Fiat Ducato is a versatile vehicle, perfect for every type of business. But how could we communicate this to companies without spending a truckload of money? Using something companies use all the time: email. In exchange for discounts, hundreds of partner companies traded in their digital signatures for personalized signatures made specifically for them, thus creating new personalized media.

The main audience of the action was comprised of business owners and potential consumers. Therefore, we focused on corporate emails, adding the image of a Fiat Ducato to their digital signatures, long with a slogan that read, "The best fit for any business."

Hundreds of partner businesses, in exchange for products and services, traded in their email signatures for ones that were custom made for them, adding an image of a Fiat Ducato to the company’s communications. The first emails were sent in February 2019 and the campaign lasted 2 months.

We created a new, organic channel in digital media. More than 600,000 emails were sent per month. Millions of people reached; 86% positive response at practically no cost.