A Blast From The Past
Fiat took a step back in time to the 60s sharing the journey of the Fiat 124 Spider all through the help of paper and print. The Italian automotive company created a replica of the annual 1960s magazine containing a rave review of the original model. They redesigned and printed the magazine the exact same way as they did in the 60s with the paper stock reminiscent of that period. As a result of the 2.221 direct mail packs sent out, the campaign saw 40 Fiat Spiders and 20 other Fiat models sold contributing to a 2.7 conversion rate. Talk about speedy results.
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