Fiat Professional launch sitcom!
Written By Richard Lawton Published On: Mar 11 2010The commercial vehicle arm of Fiat UK has commissioned the filming of a new sitcom, called “The Fleet”, which will get its first three minute airing in a special centre commercial break during News At Ten next Monday (15 March).
In total 10 episodes have been filmed of the comedy, with the nine further shows to be broadcast on the Internet. Fiat will also be supporting this new marketing campaign with digital advertising, and some press and radio.
“We needed a radical approach to marketing, in a sector that has been hit hard by the recession, is incredibly competitive and where we are a relatively small brand,” says Gerry Clarke, director, Fiat Professional UK. “This is a completely new idea for us and it’s particularly special that the first episode of The Fleet is broadcast during the news’ centre break – currently News At Ten doesn’t even have a centre break!”
The campaign is the brainchild of marketing specialist krow, which has been appointed to handle the £3.5 million Fiat Professional UK advertising account.
“We want to show we really understand our target market, and give ourselves the opportunity of starting a relationship with them,” says Nick Hastings, creative director, krow. “So writing a comedy series about them felt like a good place to start.
“To make it really funny we hired two sensational writers, Ali Crockett and David Scott, and brought in Dominic Brigstocke to direct it. And then we added an amazing cast.”
The sitcom follows the trials and tribulations of Pete – played by top comedy actor Phil Cornwell – the fleet manager of Lightfoot Logistics.
Fiat Professional will no doubt hope that the sitcom will carry a strong message as well as entertain the viewers.
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