Arc's campaign features Michael Schumacher, the ultimate professional, trying out potential new careers – from chauffeur to gardener after retiring from motor racing with the new Fiat Scudo being the van of his choice.
Fiat’s commercial vehicle launch of the new Scudo is taking place this month with an integrated campaign fronted by former F1 World Champion Michael Schumacher. The Scudo van is being launched by Fiat Light Commercial Vehicles with an integrated DM and online campaign developed by its agency, Arc.
The Scudo is aimed at small to medium sized businesses, with a need for a small number of vans. Fiat believe that Scudo’s versatility means that it is expected to appeal to larger fleets which operate up to 500 vehicles.
Evan Harding at Arc says: “We’ve produced a UK launch positioning for the new Scudo - Dedicated to Professional Drivers – based around the fact that the Scudo is the van of choice for those serious about their business. The thought that, now he is no longer racing, the world’s most successful Formula One driver, Michael Schumacher, chooses a Scudo, is designed to surprise and amuse.”
Arc is mailing 30,000 van drivers, small businesses, and fleet managers with a bumper sticker for their car which states: my other car is a van and shows the new Fiat Scudo. The campaign also features a test drive incentive, giving customers the opportunity to win a trip to the Italian GP, or drive a Ferrari, when they test drive a new Scudo.
Fiat Auto UK’s Paul Godden says: “New Scudo will be an important part of the Fiat van range, and the integrated approach that Arc has developed will reach everyone from owner-drivers through to the major fleet operators. Michael Schumacher is the ideal face to front this campaign.”