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

Name	Company	Position
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 Direct?

The project reached and involved the target directly, at the time when they needed it the most. We helped professionals who work with Fiat Professional’s vehicles every day during the toughest moment for their businesses, showing them our support.

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 (30% 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 (20% 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 reached 10M people on social media, increasing traffic on the pros’ social profiles by +1,140%. It also helped our client’s businesses, as their customers number increased by +15% and their orders intake had a +20% surge. Surprisingly, while helping them out we went further too, as the Fiat Professional vans sales figures registered a + 170% increase (vs. June 2019).