August 2012

Objective: For more than 25 years, the Fiat Ducato has been one of the most successful transporters in Germany. One of the biggest reasons for this is its tremendous loading capacity — appreciated by craftsmen throughout Germany. So that‘s the feature we focused on.

Idea: We demonstrated that the Fiat Ducato handles massive tasks without difficulty by wrapping the ground floor of a building in vinyl with an oversized palette printed on it. and paying it off with the line: “BUILT FOR BIGGER TASKS. FIAT DUCATO.”

Results: The installation was placed in a part of Frankfurt that boasts a heavy concentration of construction companies. The result: In the first month it was up, local dealers generated 25 % more traffic to their showrooms. The idea also received coverage in local newspapers, trade magazines. On YouTube and on blogs.

Outdoor advertisment created by Leo Burnett, Germany for Fiat, within the category: Automotive.

Advertising Agency: Leo Burnett, Frankfurt, Germany
Chief Creative Officer: Andreas Pauli
Creative Directors: Joerg Hoffmann, Daniela Ewald, Ulf Von Wallersbrunn
Copywriter: Benjamin Merkel
Agency Producer: Fred Schikora
Project Manager: Bernd Mau
Account Supervisor: Christian Konzack
Marketing Manager: Thomas Rompel

Comments (1)

Log in or register to post comments
bate_palmas's picture
Activity Score 1479

Hey, you know when we put "RESULTS" into our entries?

Yeah lets not do that anymore.

Because by now, every single person (literally) in advertising knows that even if those numbers are real, they're not a true reflection of the ad.

Featured Content

Latest Collections