Fiat: PALETTE

Credits & Description:

Category: Best Use of Ambient Media: Large Scale

Advertiser: FIAT PROFESSIONAL

Product/Service: FIAT DUCATO

Agency: LEO BURNETT FRANKFURT

Date of First Appearance: Oct 1 2010

Entrant Company: LEO BURNETT FRANKFURT, GERMANY

Chief Creative Officer: Andreas Pauli (Leo Burnett Frankfurt)

Creative Director: Joerg Hoffmann (Leo Burnett Frankfurt)

Creative Director: Daniela Ewald (Leo Burnett Frankfurt)

Copywriter: Benjamin Merkel (Leo Burnett Frankfurt)

Agency Producer: Fred Schikora (Leo Burnett Frankfurt)

Project Manager: Bernd Mau (Leo Burnett Frankfurt)

Account Supervisor: Christian Konzack (Leo Burnett Frankfurt)

Creative Director: Ulf von Wallersbrunn (Leo Burnett Frankfurt)

Marketing Manager: Thomas Rompel (Fiat Professional)

Media placement: Outdoor Installation - Tower Building In Frankfurt City - 01. October 2010



Insights, Strategy & the Idea

For more than 25 years, the FIAT DUCATO has been one of the most successful transporters in Germany. One of the biggest reasons for this is its tremendous loading capacity – appreciated by craftsmen throughout Germany. So that’s the feature we focused on. We wanted our communication to dramatize the benefit of the FIAT DUCATO, and to guide as many craftsmen as possible into the FIAT professional showrooms.



Creative Execution

We demonstrated that the FIAT DUCATO handles massive tasks without difficulty by wrapping the ground floor of a building in vinyl with an oversized palette printed on it, and paying it off with the line: “BUILT FOR BIGGER TASKS. FIAT DUCATO.”



Results and Effectiveness

The installation was part of the overall FIAT DUCATO campaign “Built for bigger tasks” and was placed at one of the main roads in Frankfurt. The result: In the first month after the palette was set up, local dealers generated 20 % more traffic to their showrooms. Overall, the palette idea helped the Rhein Main area to become one of the top performing areas across Germany. Plus, the palette generated great word-of-mouth and was cited in newspapers, specific craftsmen magazines, on YouTube and in blogs.