CAMPAIGN DIRECT AWARDS 2003: Best Use of Direct Mail to Consumers (High Volume)

SILVER AWARD Title: Coathanger Agency: ARC Creative directors: Graham Mills, Jack Nolan Art director: Garry Munns Copywriter: Aaron Martin Account director: Anya Tinklin Client: Fiat Brand: Fiat MPV Marketing director: Franck Ropert

The idea for "Fiat now comes in your size" was based on the insight that many large families are frustrated by the lack of space in modern cars. L, XL and XXL size toggles and coat hangers bent into the shape of the car were used to convey this idea. Some 1,739 test drives and 589 vehicle sales were generated from a mailing to 50,000 parents.