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FIAT – Love Letters Portfolio
FIAT is known for its flirty, sexy brand advertising. A fact that my team and leveraged to the hilt with this unique love letters concept.
It starts with a bold red envelope marked with a kiss on the white flap. Inside, a note in a handwritten font teases the recipient to read the five different “love letters” -- one for each vehicle. The vehicles were romanced with subtle, yet suggestive language. To help carry the theme, unique die-cut letters were used, which also reflected the naming convention of the FIAT line-up — 500c, 500t, 500L and so on.
Indeed, the mailing made many fall in love with FIAT. Carrying a $50 eCard test-drive offer and a $500 purchase incentive, the program generated 1,647 test-drives and a 62% lift over the control.
ECD – Additional Credits: Nancy Ritts, Marissa Yardley