Fiat 500 Launch (Q4 2009)
Fiat 500 Launch (Q4 2009)
B2b instructor retention campaign
Brief
BSM brokered the biggest single deal in Fiat UK’s history when they switched from Vauxhall Corsas to Fiat 500s and Puntos. The shift was all part of the ongoing strategy to increase BSM’s appeal with the youth audience by making the brand more fashionable and appealing. However, BSM face a degree of nervousness from some instructors, with many considering termination of their franchise agreement. The brief is to plan an internal launch that will ensure the switch of fleet is met with positivity and enthusiasm.
Key Insights
Our research uncovered that the Fiat 500 outperformed the Corsa in terms of handling, economy, size (it is easier to park) and has a tighter turning circle. In addition, we discovered that the Fiat 500 was in fact more spacious than the Corsa in many areas, including boot space and front leg room.
Our Approach
To clearly illustrate how the new Fiat 500 will benefit instructor’s business and lives we developed lead messages and propositions, linking the car and its performance with the business needs and students demands. This allowed us to build a compelling case for switching vehicles.
Our Solution
The challenge was to deliver the message with credibility, ideally direct from the management team. We produced a short film introducing the Fiat 500. The film was delivered on DVD, alongside a high-value direct mail piece, sent directly to all BSM instructors. The piece arrived in metallic silver padded envelope. Once opened instructors were presented with a quality, textured matt black box, which carried the simple line ‘We wanted you to be the first to know’.
Results
Instructor retention figures remained constant, with less than 1% of leavers citing the car as the reason for their departure. Since its launch the Fiat 500 has attracted more learners, and BSM’s pass rate has increased by 7%, now sitting 10% above the national average.
