Fiat Ducato: Palette by Leo Burnett Frankfurt for Fiat

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Fiat Ducato: Palette

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Industry Cars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Germany
Agency Leo Burnett Frankfurt
Copywriter Benjamin Merkel
Account Supervisor Christian Konzack
Released August 2012

Credits & Description

Media: Outdoor
Geo: Germany
Category: Automotive
Agency: Leo Burnett
Brand: Fiat
Objective: 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.

Idea: 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: The installation was placed in a part of Frankfurt that boasts a heavy concentration of construction companies. The result: In the first month it was up, local dealers generated 25 % more traffic to their showrooms. The idea also received coverage in local newspapers, trade magazines. On YouTube and on blogs.

Advertising Agency: Leo Burnett, Frankfurt, Germany
Chief Creative Officer: Andreas Pauli
Creative Directors: Joerg Hoffmann, Daniela Ewald, Ulf Von Wallersbrunn
Copywriter: Benjamin Merkel
Agency Producer: Fred Schikora
Project Manager: Bernd Mau
Account Supervisor: Christian Konzack
Marketing Manager: Thomas Rompel