PALETTE by Leo Burnett Frankfurt for Fiat

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PALETTE

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Daniela Ewald, Joerg Hoffmann, Ulf Henniger Von Wallersbrunn
Copywriter Benjamin Merkel
Account Supervisor Christian Konzack
Released October 2010

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: FIAT PROFESSIONAL
Product/Service: FIAT DUCATO
Agency: LEO BURNETT FRANKFURT
Date of First Appearance: Oct 1 2010
Entrant Company: LEO BURNETT FRANKFURT, GERMANY
Chief Creative Officer: Andreas Pauli (Leo Burnett Frankfurt)
Creative Director: Joerg Hoffmann (Leo Burnett Frankfurt)
Creative Director: Daniela Ewald (Leo Burnett Frankfurt)
Copywriter: Benjamin Merkel (Leo Burnett Frankfurt)
Agency Producer: Fred Schikora (Leo Burnett Frankfurt)
Project Manager: Bernd Mau (Leo Burnett Frankfurt)
Account Supervisor: Christian Konzack (Leo Burnett Frankfurt)
Creative Director: Ulf von Wallersbrunn (Leo Burnett Frankfurt)
Marketing Manager: Thomas Rompel (Fiat Professional)
Media placement: Outdoor Installation - Tower Building In Frankfurt City - 01. October 2010

Insights, Strategy & the Idea
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. We wanted our communication to dramatize the benefit of the FIAT DUCATO, and to guide as many craftsmen as possible into the FIAT professional showrooms.

Creative Execution
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 and Effectiveness
The installation was part of the overall FIAT DUCATO campaign “Built for bigger tasks” and was placed at one of the main roads in Frankfurt. The result: In the first month after the palette was set up, local dealers generated 20 % more traffic to their showrooms. Overall, the palette idea helped the Rhein Main area to become one of the top performing areas across Germany. Plus, the palette generated great word-of-mouth and was cited in newspapers, specific craftsmen magazines, on YouTube and in blogs.