Title | ANOTHER KIND OF PROMO |
Brand | FIAT CHRYSLER AUTOMOBILES (FCA) FIAT PROFESSIONAL BRAND |
Product/Service | INSTITUTIONAL |
Category |
A03. Durable Consumer Goods including Automotive |
Entrant
|
OLTREFARGO Turin, ITALY
|
Idea Creation
|
LEO BURNETT Turin, ITALY
|
Production
|
OLTREFARGO Turin, ITALY
|
Credits
Francesco Martini |
Leo Burnett Italy |
Executive Creative Director |
Michele Sartori |
Leo Burnett Italy |
Associate Creative Director |
Marcello Gaio Bondioli |
Leo Burnett Italy |
Art Director |
Gian Luca De Martini |
Leo Burnett Italy |
Copywriter |
Monica Castello |
Leo Burnett Italy |
Account Director |
Maurizio Battistel |
Leo Burnett Italy |
Account Supervisor |
Riccardo Biancorosso |
Prodigious |
Head of TV Department |
Marco Riccio |
Prodigious |
Agency Producer |
Andrea Vertone |
Prodigious |
Editor |
Nicolò Dragoni |
OltreFargo |
Co-Founder |
Federico Mazzola |
OltreFargo |
Co-Founder |
Andrea Pecora |
himself |
Director |
Why is this work relevant for Brand Experience & Activation?
This project is designed to reiterate Fiat Professional’s primary value: the closeness to their target, especially in this tough moment. After reaching out to Fiat Professional’s clients through DEMs, we selected those pros who had been most affected by the crisis. They told us their stories, and we made them, and their businesses, the protagonists of our promo campaign, helping them to find new potential customers.
Background
This year, COVID-19 has forced professionals to close their businesses, leading them to lose their longtime customers and putting their jobs at risk. They had to stop, and so did Fiat vehicles.
How could we help them find new customers and restart their businesses while their vans couldn’t move?
Describe the creative idea (20% of vote)
The first promotional campaign that, instead of promoting the vehicles, promoted something more relevant: the customers.
Describe the strategy (20% of vote)
Everyone struggled this year, but small businesses took the biggest hit. This is why we decided to change the promotional campaign for Fiat Pro range that we had initially planned to launch, and we turned it into a promotional campaign for their customers. We selected the ones that were more in need and were losing their usual clients. We promoted their business on all of our media platforms allowing them to reach a much wider audience. In this way we helped them restart.
Describe the execution (30% of vote)
During lockdown, we reached out to our clients through DEMs and we selected those professionals who had been most affected by the crisis.
Then we gave them our media spaces to promote their businesses by showing their everyday work. Promoting their businesses through our print campaigns, TV commercials, radio ads and online advertising gave them the visibility of a company much larger than theirs. We kept their business moving forward, even without our vans.
List the results (30% of vote)
The campaign had a real effect on the professionals’ businesses, as it helped our clients increase their customers by +15% and their overall orders number by +20%. Additionally, as a result of the increased visibility received from the advertising on our platforms, the traffic on the professionals’ social profiles increased by +1140% and reached a whopping 10M impressions. Surprisingly, while helping them out we went further too, as the Fiat Professional vans sales figures registered a + 170% increase (vs. June 2019).