Our brief was to demonstrate the easy loading of the Fiat Ducato, a lightweight truck with the lowest loading height in its class – which is a very relevant USP for our target group.

We used an unusual media putting the rear of the Ducato as a frame around the entry of a retail trolley shelter. Each time a customer removed or returned a trolley, they experienced the Ducato’s easy loading ability. Customers could get further information about the Ducato by taking a brochure offered inside the trolley shelter.

The campaign gave thousands of customers the ability to test the Duacto’s loading ease without ever having to step inside a dealership. To prompt a real test drive, the contact details of the nearest Fiat dealer was printed on the brochures inside the trolley shelter. The result was a significant increase in Ducato inquiries.