In a month where commuters saw record-breaking rail fare increases, the latest addition to the Fiat family, the Fiat 500 TwinAir, has been declared exempt from the £10 a day London congestion charge meaning free travel within the inner London area! The reason the car is exempt is because it emits less than 100 grams per km of CO2.
To let London commuters know, Fiat has launched a London focused multi-media campaign, seeking out key commuter touch points with the message: ‘Pay no congestion charge with the Fiat 500 TwinAir’
Planned and bought by Maxus, the highlight of the campaign is Clear Channel’s flagship site on the Cromwell Road. The creative runs across four consecutive 96-sheet billboards, creating one of the longest advertising faces in the UK.
This special build features three real Fiat 500s and draws commuters’ attention to the ‘Pay No C Charge’ message on one of the busiest arterial routes in and out of London.
Designed by Krow and managed by Clear Channel’s Create team, this special build will feature three real Fiat 500s (the first time in 10 years that real cars have been used) and draws commuters’ attention to the ‘Pay No C Charge’ message on one of the busiest arterial routes in and out of London – achieving an estimated 2.3m impacts every two weeks.
Other outdoor elements in the campaign include premium large format sites formats such as the Two Towers (A4) as well as DEPs, targeting London’s commuters. There is also extensive multi-media support across radio, press, TV and online, the latter featuring a Last Minute sponsorship. Focusing on the ‘going out’ and ‘theatre’ sections, both of which receive high volumes of traffic from London IP addresses, the sponsorship allows Fiat to reach a relevant audience of young city dwellers. The week-long sponsorship will be targeted to Londoners who are looking for things to do and contemplating day trips in the capital.