Agency: DMB&B | Author: Olly Taylor |
Fiat Seicento
' Many a small thing has been made large by the right kind of advertising'. (Mark Twain)
POTTED SUMMARY
What do you do if you are Fiat UK, selling a marque with a reputation for making small cars, with a product range that reflects that reputation, and you are told by head office in Turin of plans for the huge launch of a new small Fiat into your range?
You get worried that there may not be room for differentiation in your range. You worry some more when you learn that the...