Fiat is launching a major integrated campaign fronted by former F1 World Champion Michael Schumacher later this month. The campaign for the new Scudo van from Fiat Light Commercial Vehicles will involve with an integrated DM and online campaign developed by its agency, Arc.

The campaign centres on finding a new career for the retired Michael Schumacher, – from chauffeur to gardener. In every case, the new Fiat Scudo is his van of choice.

Evan Harding at Arc says: “we’ve produced a UK launch positioning for the new Scudo - Dedicated to Professional Drivers – based around the fact that the Scudo is the van of choice for those serious about their business. The thought that, now he is no longer racing, the world’s most successful Formula One driver, Michael Schumacher, chooses a Scudo, is designed to surprise and amuse.”

Arc is mailing 30,000 van drivers, small businesses, and fleet managers with a bumper sticker for their car which states: my other car is a van and shows the new Fiat Scudo. The campaign also features a test drive incentive, giving customers the opportunity to win a trip to the Italian GP, or drive a Ferrari, when they test drive a new Scudo.

The fully integrated campaign includes TV, national press, trade press, DM, and digital.