Direct > Use of Media

FIAT SOUNDCARD

LEO BURNETT FRANKFURT, Frankfurt / FIAT GROUP / 2009

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

Audience

The premium card gave Fiat a better status among the clients and most of them responded positively. 45% came back to the concessionaire and 30% concluded their purchase.

ClientBriefOrObjective

During the crisis, most car brands appealed to big discounts to sell as fast as they could. Fiat also needed offers, but never denigrating its brand. That makes sense especially in Germany, where the range of options is wide and even the strongest car brands were also making promotions. We decided to focus more on offering free features than on decreasing price. One major player in Frankfurt area is the park assistance, since it is so hard to find a parking lot and the space is usually very narrow.

Execution

To demonstrate the benefits of the park assistance, we created a sound card that simulates its functioning. The cards were delivered to a specific target group, of people who have already visited Fiat concessionaires in the last days and were probably still deciding which car they would buy. If they brought the sound card to the concessionaire, they would have the park assistance for free when buying their Fiat.

Relevancy

Promote does not mean denigrating brands. Instead of ugly folders with big price splashes, we made a funny, elegant and surprising card.

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