The commercial vehicle arm of Fiat Group Automobiles 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).
It will be the first episode of the comedy, with nine further 3-4 minute episodes planned for broadcast on the Internet. Support will come from digital advertising, press and radio and even a live performance at a launch event at Stoke Place, Berkshire.
Fiat says “the campaign has come from a simple observation: while the van market has moved on in terms of its product, the same has not happened in communication.”
“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 has been created by krow, which was appointed to handle the £3.5m Fiat Professional UK advertising account in February.
“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.”
The sitcom follows the trials and tribulations of Pete – played by comedy actor Phil Cornwell – the fleet manager of Lightfoot Logistics. The “hilarious script” has been designed to “cleverly carry a strong marketing message from Fiat Professional.”