The client asked for a fresh way of communicating the unique selling point of the Fiat Ducato: a lightweight truck with lowest loading height in its class. The rear of the Ducato appeared on parking places of hardware stores and big self-service wholesalers as a frame around the entry of a retail trolley shelter. Each time a customer removed or returned a trolley, they experienced easy loading. The USP was written as a headline on the ground, and brochures were offered inside the trolley shelter. Thousands of customers experienced the Ducato's loading ease without ever having to step inside a showroom. Contact details of the nearest Fiat dealer were printed on the brochures. Fiat reported a significant increase in Ducato inquiries.
Agency: Leo Burnett Frankfurt, Germany.