Agency: Leo Burnett | Authors: Isabel Butcher and Claire Morris |
Fiat – Vans? Enough said
Isabel Butcher and Claire Morris
This paper shows how planning broke the mould of product-focused van advertising and allowed Fiat to develop a continuous relationship with 'white van men', even when they're not interested in vans.
VANS? ENOUGH SAID
Twin sliding doors, 4 cubic metre load space, 815kg payload, solid steel bulkhead, 71bhp, 585mm load height: Fascinated? Didn't think so.
Trouble is, most of the time nor are the van drivers Fiat wanted to attract. A new van is an important...