These Scented Ads Will Make Your Commute 'Minty Fresh'
As part of the introduction of the 2014 FIAT 500 range, with its new palette of colours including the fashionable 'Smooth Mint’ FIAT 500 Cult, to further strengthen the brand’s ties to fashion, Metro London has run its first ever ad with scented ink in association with FIAT.
The campaign was planned and bought by Maxus, with creative from Krow.
The campaign is targeting young, fashion-conscious drivers by promoting the new colours and reinforcing the FIAT brand as fashionable car icon during the biggest event in the fashion calendar, London Fashion Week and London Fashion Weekend.
On Thursday 18 September the newspaper ran two full page advertisements under the headline ‘Eau de New Car’ with a call-out on the front page encouraging people to experience the pages through touch, thereby releasing a refreshing, minty scent.
Kate McLaren, head of FIAT Brand, FIAT Group Automobiles UK said: “We have worked with Maxus on a comprehensive media strategy that has helped to establish the FIAT 500 as the fashionable car icon of choice for drivers. This is an exciting, engaging campaign that also promotes the marque’s fun and discerning messaging.”
Gemma Delaney from Maxus said: “The FIAT 500 is the market leader and our challenge is to keep the brand fresh and desirable and maintain our progressive market leading position. The target audience is fashionable and stylish in all areas of their lives. Communicating ‘Eau de New Car’ to femmes and hommes is a tongue in cheek way of aligning the brand with the world of fashion whilst achieving huge standout and talkability.”
Sophie Robinson, creative director, Metro said: “We love to push the boundaries and innovate in print. This is another great example of Metro working closely with a client to get real stand-out and surprise our audience during their morning commute.”
This is just one example of a range of solutions that Metro’s in house creative agency Story can deliver including florescent ink, translucent cover wraps and pull out posters.
