The Fiat Spider of the 1960s was a classic. Now, fifty years later, Fiat were launching the new 124 Spider, a car that was modern in every way but which paid tribute to its heritage in its lines.
2,221 DM packs were mailed out at a total cost to client of £18,741.
As a result of the campaign, 40 Spiders were sold for a total of £781,800 and another 20 Fiat models were sold for £228,305. Hence, a 2.7% conversion to sale.
Research revealed that the market for sports cars in this price range was hugely cluttered. The team identified a target group they called ‘Generation Me’ because they were at a stage of their lives, either pre- or post-family, where life was all about them. They weren’t looking for a car that would satisfy their practical needs but a car that would be emotionally rewarding. They were cool, confident, liberated – a perfect fit with the culture and style evoked by 60s Italy. They also had a decidedly old-school media approach to getting information. They read car magazines. The idea was to create a perfect replica of a 60s car mag, even printing on stock that was reminiscent of the era.