The Warehouse, 47-49 Cowleaze Road, Kingston Upon Thames, KT2 6DZ
+44 (0)208 541 3434

Website version

Fiat Professional

Tradesman Trials

The Challenge

  • Leverage FCA’s (Fiat Chrysler Automobiles) partnership with the Football League
  • Following the success of the Fiat 500 campaign in reaching young females, re-establish a dialogue and relevance for the brand with a male audience
  • Create an effective launch platform for three new Fiat Professional vans

Insight and Strategy

Fan Insight
  • Many tradesmen – the majority of LCV drivers – are passionate football fans
  • There are numerous high profile professional footballers who were tradesmen either before or after their playing careers
Creative Solution
  • Launched with Tradesman Challenge video. Former tradesman ambassadors – Stuart Pearce, Dean Windass & Geoff Horsfield – competed in series of ‘trades’ challenges to see if they still had their tradesman skills.
  • UK Tradesmen were invited to submit video evidence of football skills to secure place at the Tradesman Trials Day at Bisham Abbey
  • Winner given one month trial at choice of Football League clubs


The Results
  • 415 pieces of coverage
  • 848k organic video views
  • 854m reach
  • 31k website sessions
  • 5 van sales.
  • Winner of a CIPR Excellence Award (automotive category).

Related work.


Electric Streets

Volkswagen Commercial Vehicles

Voice of Industry Studies​

Sail GP

Dubai Race Launch

Nissan Europe

Nissan Design Europe 20th anniversary celebration

Horse Welfare Board

Thoroughbred Census


QPR Sponsorship Activation


EV Etiquette Guide

Be Bold.

It’s time to come off the fence:

Message us