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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

Results

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).

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