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Fullback Challenge

The Brief.

Our brief was to maintain Fiat Professional’s association with sport despite ending their EFL sponsorship and promote its new ‘Fullback’ pickup truck.
Our insight confirmed sport is the most talked about subject amongst the nation’s tradesmen and sports fans love to see their heroes take on challenges.

The Response.

Our creative enlisted four famous ‘Fullbacks’ from international football and rugby and TV presenter/influencer host.
Our fullbacks took on a series of football and rugby challenges that subtly incorporated the vehicle before taking on a 4×4 course from the driving seat.
A number of videos were edited to accompany national media interviews, populate Fiat Professional’ owned channels.

The Results.

  • 200,000+ organic video views
  • 20 pieces of national coverage
  • 2.07m estimated coverage views
  • 144 pieces of coverage
  • 2.77m total campaign reach

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