Fiat Auto UK is supporting the launch of its new Ducato van, with a witty campaign created by integrated agency Arc Worldwide. The direct mail campaign has been designed to break through the B2B marketing clutter to raise awareness of Fiat’s new ‘flagship’ LCV and its class-leading features.

New Ducato is an entirely new vehicle, from the chassis to the engine, so Arc was tasked to create a piece of direct mail to promote the van’s launch and highlight its many product benefits.

The creative consists of a compass, mini brochure and covering letter, which will be mailed to 30,000 users, choosers and fleet managers.

“The compass refers to the van’s generous capacity,” explains Arc’s Managing Director Mike Spicer. “It is so big that you may need a compass to navigate your way round the cavernous load area. This style of DM is a totally fresh approach for Fiat Vans, and has been designed to help the brand stand out and so change perceptions.”

The DM campaign will also be supported by an outdoor and press campaign, whilst online advertising and search engine marketing will help promote the activity interactively.