THE APG CREATIVE PLANNING AWARDS 2001: Special Award - Sponsored by 2cv:research - Most Innovative Qualitative Research Design

GOLD

Title: Fiat Punto

Agency: D'Arcy

Author: Daniel Taylor

Creative Director: Nick Hastings

Art Director: Dave Godfree

Copywriter: Mark Waldron

Client: Fiat Auto UK

Product: Fiat Punto

So as not to alienate either female or male Punto drivers, planning

arranged for two separate gender-specific groups to react to the script

that railed against their sex. The groups expressed their feelings in

detail to the first script. Planning then played the two narrative tapes

again, exposing the groups to the other version for the first time. A

full group discussion then took place to highlight the pros and cons.

The results gave planning and Fiat the confidence not only to make the

scripts, but to exploit the opportunity for controversy and exposure.



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