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FIAT 500 – Launch Direct Mail
When you’re a global brand returning to America after a 25-year absence, you better make a splash. FIAT did, literally, with TV spots featuring FIAT 500 vehicles driving into the Atlantic from the shores of Italy and reemerging out of the water onto the shores of America.
I wanted to extend the advertising by making it tangible and real for our audience. And, I wanted the same stylish flair, functional design and attention-to-detail for which the FIAT brand is known. Our team responded with an impeccably authentic passport that featured the FIAT 500 as the traveler. Special inks, varnishes and paper stock were employed to ensure stunning authenticity. Meanwhile, stylized “destination stamp imprints” were specially designed to highlight the many product features of the FIAT 500 line-up in a fun and memorable way.
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Results included a 9.4% response rate -- huge by direct mail standards. Even more impressive is the fact that we mailed to a 95% conquest audience.
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What's more, the enclosed sweepstakes offer surpassed FCA benchmarks by 34%.
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This was both a D Show and a DMA award winner.
ECD – Additional Credits: Greg Jones, Angela Raspberry