Drawing on European racing style and café cool, Gatecrasher developed an Italian-themed promotion where readers could win one of four Fiat 500 cars. New, zippy, colourful and cool, these stylish little cars retail at about $15,000 each. It was a smart choice. In conjunction with the Fiat brand, the cars were a desirable property to use, while the quantity and price point made them seem an attainable prize. To dramatise the prize and theme, we created a 3D-animated commercial for television; advertising for radio, press and digital; and a suite of point-of-sale material. And over two weekends, we parked the cars in two of Perth’s busiest shopping precincts, where foot traffic topped 100,000 people. The results achieved the highest competition entry figures for more than five years, and easily exceeded the ambitious sales targets set for the competition period. Mamma Mia!
The Sunday Times - Win a Fiat TVC