Fiat 'Sitcom' advert campaign launched
Fiat Professional has launched a new campaign to promote its range of commercial vehicles.
Fiat's commercial vehicle arm has commissioned a new sitcom called The Fleet, which will get its first three minute airing in a special centre commercial break during tonight's News At Ten (15 March).
It will be the first episode of the comedy, with nine further 3-4 minute episodes planned for broadcast on the Internet.
The advert is supported by digital advertising, press and radio – and makes the point that while the van market has moved on in terms of its product, the same has not happened in communication.
“We needed a radical approach to marketing, in a sector that has been hit hard by the recession, is incredibly competitive and where we are a relatively small brand," says Gerry Clarke, director, Fiat Professional UK.
“This is a completely new idea for us and it’s particularly special that the first episode of The Fleet is broadcast during the news’ centre break – currently News At Ten doesn’t even have a centre break!"
The sitcom follows the trials and tribulations of Pete - played by Phil Cornwell - the fleet manager of Lightfoot Logistics.