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Arc London targets current and potential Fiat drivers using DM.(Brief Article)
Fiat is supporting its Punto and Multipla models with a round of direct mail activity created by Arc London.
Punto activity features two versions of creative for current and potential drivers of the car.
The mailing to current Punto owners is unusual in depicting the owner's current Fiat as a mess. The envelope shows a fly splattered across a front light and the mailing shows mud across a door and sweet wrappers spewing out of the ashtray. It is accompanied with the line: 'What excuse will you use to test drive the new Fiat Punto?'
For the Fiat Multipla, Arc has devised a member-get-member mailing to encourage 9,000 owners to tell their friends about the vehicle.
It focuses on the unusual look of the car, arguing that drivers should be proud of ...
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