Fiat Professional unveils "whole new approach to marketing"
Share
Fiat Professional is to unveil a new campaign focusing on a sitcom to promote its range of vehicles, which it claims will be the start of “a whole new approach to marketing.”
The commercial vehicle arm of Fiat Group Automobiles UK has commissioned the filming of a new sitcom, called The Fleet, which will get its first three minute airing in a special centre commercial break during News At Ten next Monday (15 March).
It will be the first episode of the comedy, with nine further 3-4 minute episodes planned for broadcast on the Internet. Support will come from digital advertising, press and radio and even a live performance at a launch event at Stoke Place, Berkshire.
Fiat says “the campaign has come from a simple observation: while the van market has moved on in terms of its product, the same has not happened in communication.”
“We needed a radical approach to marketing, in a sector that has been hit hard by the recession, is incredibly competitive and where we are a relatively small brand,” says Gerry Clarke, director, Fiat Professional UK. “This is a completely new idea for us and it’s particularly special that the first episode of The Fleet is broadcast during the news’ centre break - currently News At Ten doesn’t even have a centre break!”
The campaign has been created by krow, which was appointed to handle the £3.5m Fiat Professional UK advertising account in February.
“We want to show we really understand our target market, and give ourselves the opportunity of starting a relationship with them,” says Nick Hastings, creative director, krow. “So writing a comedy series about them felt like a good place to start.”
The sitcom follows the trials and tribulations of Pete - played by comedy actor Phil Cornwell - the fleet manager of Lightfoot Logistics. The “hilarious script” has been designed to “cleverly carry a strong marketing message from Fiat Professional.”
Readers' comments (4)
Mr B | Fri, 12 Mar 2010 1:03 pm
A neat idea, but not an original one. Back in the 90s, SEAT ran a series of 60- second "Soapverts" on ITV, a mini-drama starring Denis Waterman, Jim Broadbent and a variety of SEAT Cars. Lack of budget limited the development of this great idea from the fertile brain of then SEAT Marketing Director, Gary Savage,who went on to originate Audi TV among other firsts doing his time there.
Unsuitable or offensive? Report this comment
Stephanie Lars | Fri, 9 Apr 2010 2:24 pm
Back in the 90's..
The adverts are definitely doing the jobs as they are getting people talking about the Fiat professional brand and rebranding the notorious 'white van' into the modern day commercial vehicle . Also quite funny.
Unsuitable or offensive? Report this comment
Ana | Mon, 12 Jul 2010 3:28 pm
I love this comedy, this is the funniest thing I have ever watched, and I think Fiat have really pulled it off. I never thought a comedy about commercial vehicles would be that good!! ?
Unsuitable or offensive? Report this comment
Jeff | Wed, 22 Jun 2011 4:49 pm
Well, you know what - I just watched one on YouTube and it was actually GENUINELY funny. I was *not* expecting that!! I don't know if it will actually drive (pun intended) more sales for fiats commercial vehicles but it was totally worth the five minutes i look out of my life to watch it. even if it is a massive rip of of 'the office' !
Unsuitable or offensive? Report this comment