This piece is part of a relationship campaign to congratulate the most valued Fiat customers. The idea is to pay homage to the customer on his or her career day. The most valued customers are considered to be those who own top of the line Fiat automobiles, customers that own more than one Fiat and customers who have changed their cars three or more times but have stayed loyal to the brand.

To share the client's passion for his or her career. Fiat is motivated by passion. To pay homage to doctors on their day talking about their passion for medicine and sending them a Fiat “heart” (the sound of the engine of a Fiat sportscar).

Several e-mails of thanks. Fiat sent a sample of the piece to their board of directors as an example of the “fiat spirit” which should be encouraged and repeated in the future.