IMP develops direct mail campaign for Fiat Seicento 2Tone

Fiat is using direct marketing as part of a campaign to reposition its Seicento model for younger drivers.

IMP has created a mailing that targets young female drivers with details of the new Seicento 2Tone model. The mailing positions the car, which has a two-tone colour scheme, as a fashion essential.

The DM campaign follows research showing that the majority of Seicento drivers are older women. Fiat hopes that the fashion positioning will encourage younger women to test-drive the car.

Direct mail, which is being sent to 40,000 women, takes the shape of a make-up compact and asks recipients to "Get this season's new look".

It invites women to take a test-drive with the chance to win a makeover weekend.

Fiat is hoping that by targeting a younger audience it can continue to achieve steady sales growth for the Seicento. Last year it sold 10,178 vehicles compared with 9,597 in 2000 (Society of Motor Manufacturers and Traders).

The work was art directed by Sonia Singleton and the copywriter was Debi Bester.

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