Agency: Brunning Advertising & Marketing | Author: Jim Busby |
The Fiat Test Drive Weekend Promotion
INTRODUCTION
Over the weekend of 6, 7 and 8 November 1981, Fiat Auto (UK) Ltd, ran a nationwide test-drive promotion through its dealer network.
As this was the very first time Fiat had ever embarked on such a venture, it was decided that dealer participation was to be voluntary. Some 70% of the dealers within the Fiat network took part in the 'weekend test drive' promotion.
This paper is an account of the reasons why Fiat was first moved to do such...