Arc London targets current and potential Fiat drivers

LONDON - Fiat is supporting its Punto and Multipla models with a round of direct mail activity created by Arc London.

Punto activity features two versions of creative for current and potential drivers of the car.

The mailing to current Punto owners is unusual in depicting the owner's current Fiat as a mess. The envelope shows a fly splattered across a front light and the mailing shows mud across a door and sweet wrappers spewing out of the ashtray. It is accompanied with the line: "What excuse will you use to test drive the new Fiat Punto?"

For the Fiat Multipla, Arc has devised a member-get-member mailing to encourage 9,000 owners to tell their friends about the vehicle.

It focuses on the unusual look of the car, arguing that drivers should be proud of standing out from the crowd. It features a key-ring on the front showing a crossed-out sheep and the line: "Be proud."

Inside, the mailing celebrates drivers not following conventions and the creative then talks about the awards the car has won and includes a bumper sticker saying: "I love my Multipla."

Another sticker, to give to friends, says: "My next car will be a Multipla."

Graham Mills, the joint executive creative director at Arc London, said: "When Fiat asked us to produce a member-get-member mailing, the approach was obvious. Rather than try to sell it as the next people's car, we put it firmly in a niche for people who are strong enough to tread their own path."

Both mailings were art directed by Phil Lord and the copywriter was Gary Brooks.

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