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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