COMPRESSED by Grey Mexico for Fiat

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COMPRESSED

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Industry Cars
Media Direct marketing
Market Mexico
Agency Grey Mexico
Art Director Alfonso Arbós
Copywriter Chema De Armas, Breno Riviere-Guimaraes Cotta
Released February 2011

Credits & Description

Category: Direct Response Digital: Email Marketing
Advertiser: FIAT
Product/Service: AUTOMOBILE
Agency: GREY MEXICO
Date of First Appearance: Feb 9 2011
Entrant Company: GREY MEXICO, MEXICO
Entry URL: http://www.weloveourwork.net/fiat500.html
Executive Creative Services V.P.: Andrés Martínez Echeverría (Grey Group México, S.A. de C.V.)
Executive Creative Director: Breno Cotta (Grey Group México S.A. de C.V.)
Copywriter: Breno Cotta (Grey Group México S.A. de C.V)
Art Director: Alfonso Arbos (Grey Group México S.A. de C.V)
Copywriter: Chema de Armas (Grey Group México S.A. de C.V)
Media placement: Direct Emailing Campaign - Client´s Personal Computers - 9 Feb. 2011

Describe the brief/objective of the direct campaign.
FIAT, a italian car manufacturer, wanted to launch a new car that stands out for its reduced dimensions. The strategy was based on sending an original e-mail to our contacts and our prospect clients with a simple way of portraying this exact feature. Its reduced size for being a bold car.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The objective was to transform the customers into allies before the official launch and to surprise newcomers after the launch with an original semi-viral .zip file.The simplicity of the idea was caught by many customers who now have one and car rental companies also acquired fleets for tourism purposes. Again, low budget campaign with great results.

Explain why the creative execution was relevant to the product or service.
MORE THAN 16000 PEOPLE WE´RE CONTACTED WITH THIS EMAIL. 70% OF THEM WERE SO AMUSED WITH THE EMAIL THAT THEY ASKED FOR A TEST DRIVE AND EVENTUALLY 30% ENDED UP BUYING A FIAT 500. FOR A SIMPLE LOW BUDGET SOLUTION AS THIS E-MAIL THE RESULTS WERE OPTIMAL.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
THE ROI (RETURN ON INVESTMENT) WAS FENOMENAL, GREAT. WE GENERATED AN EVEN BIGGER DATABASE WITH NEW CUSTOMERS THAT NOT ONLY BOUGHT ONE OF OUR CARS BUT RATHER TWO.