In a highly competitive market, Fiat wanted to improve understanding, consideration and credibility of the Fiat 500L range as a great choice of family car.
What we did
Created an integrated campaign supported by two customer incentives to encourage test drives and competition entry. Fiat dominated media formats in playhouses to engage with both children and parents and ran car demonstrations outside key venues allowing local dealerships to gain test drives and capture data of their core target audience for future follow up.
Fiat received 130 test drives, 310 brochure requests and 352 warm leads for future follow up. The competition received 66 direct entries and each Facebook post featuring the competition received an average of 30 comments, with family rules, along with 300 likes.