The project, commissioned by Fiat Professional UK, the company’s British commercial vehicle division, consists of a 10-episode comedy series that will be broadcasted on the web. Each episode will have a length of between three and four minutes. The fist spot, called “The Fleet”, will be aired in a special center commercial break during News At Ten on March 15.
The campaign is built on the idea of new-age communication for the van market, as the company considers that the commercial vehicles market is far behind the passenger cars one when it comes to advertising. The initiative will be supported by digital advertising, press, and radio.
"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’ center break – currently News At Ten doesn’t even have a center break!”
The project has been developed by Krow specialist, which currently handles Fiat Professional UK’s 3.5 million pounds budget.
"We want to show we really understand our target market, and give ourselves the opportunity of starting a relationship with them,” says Nick Hastings, creative director, Krow. “So writing a comedy series about them felt like a good place to start."
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