Press release
13KB
luglio 01, 2016 - Fiat Professional
Silver Lion award for Fiat Professional’s ad campaign
Comunicato Stampa disponibile solo in lingua originale.
Last week Cannes (France) hosted the International Festival of Creativity, the international #event that each year attracts nearly 9000 advertising, design and marketing professionals from 90 countries around the world. The key moment of the week-long #event is the award of the Lions Award, celebrating the best of the current year's productions.
In the "Print and Publishing" category, the prestigious Silver Lion went to the "For Those Who Hate Going Twice" campaign for Ducato, the largest and most capacious van in the Fiat Professional range. When we need to move a large amount of things, often we prefer to come up with a way, however bizarre and picturesque, to carry everything in one go, rather than making two trips. Starting from this insight, shared by artisans, builders and small entrepreneurs, the print campaign produced by advertising agency Leo Burnett Germany in three black and white photo ads, using a modern, sophisticated and ironic language, shows three professionals - a gardener, a greengrocer and a decorator - struggling with huge loads to move. An unexpected, surprising way to talk about Ducato's great loading capacity.
Indeed, Fiat Professional Ducato is the brand's best seller, chosen by more than 2.9 million customers over 35 years and six generations. Without considering that more than 600,000 families travel in a Fiat Ducato base motorhome, the Ducato base being the undisputed leader in this sector and a benchmark in the category: over 75% of motorhomes in circulation today have a Ducato base. To keep on playing a leading role in the segment, in 2014 the model was restyled to accommodate the new requirements of customers, offering them more technology, more efficiency and more value. Amid its many strengths, we mention the powerful and efficient engines, now Euro6 compliant with LPEGR and SCR technology, depending on the vehicle's mission, as well as the range of high-tech contents, such as the latest-generation safety and driving assist systems and the new Infotainment system.
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