Fiat

Fiat

Background

We were set the challenge by the car manufacturer Fiat to increase Panda’s audience profile by means of allowing people to experience the all new Panda in the metal, whilst ultimately generating test drives and capturing audience data. A key figure quoted from Fiat was to achieve a 15% conversion rate from test drive to ultimate purchase. We had just one week to make this happen....

The big idea and how it we made it happen

We came up with the idea of a unique, fun ‘lucky numbers’ mechanism whereby a Fiat Panda could be won on the spot. We also utilised a combination of space in the paper, events on the concourses of London bridge, Victoria, Paddington and Liverpool street, and a week long major promotion in the paper - we achieved outstanding results.



The promotion included:

• Concourse promotion in conjunction with the Evening Standard
• The car was displayed at Paddington/Liverpool St/Victoria/London Bridge
• Commuters had the opportunity to instantly win a Fiat panda then design their own bespoke roof using a ‘lucky numbers’ generator - a unique number was displayed each day
• The brand attributes were highlighted by targeting each one of the differing target audiences
• Promotional Evening Standard and Fiat sales staff drew the consumers in
• The roadshow ran for two weeks at differing stations every 2/3 days
• This was highly visual and a great unique environment for all commuters to see and experience the all new Fiat Panda’s styling
• Promotion within Evening Standard'Panda a Day’ giveaway
• Front Page presence
• Billboards at all vendor sites
• Response mechanic covered by Evening Standard-SMS

Results

• 166 test drives booked
• 300% media value to cost -including Metro & Daily Mail coverage)
• 35,000 competition entries

Testimonial

The team at the Evening Standard delivered way beyond the original brief. The danger with some media is that the creative idea runs away with itself. The Standard made sure that the fundamental need to get people to our dealers was at the forefront of all their strategies. The number of test drives booked proves that it worked and it was brilliantly cost effective. We’ll be using them again soon!

Roland Ellison- Brand Manager | Fiat

The message was clear. The delivery was swift and effective, the success was tangible.