Before the September registration period in the UK, car sales traditionally slump. Our objective was to increase Fiat sales during this period amongst 25 to 35 year olds.

In order to promote a buy now, pay later message, our idea was that if people buy a Fiat, they won’t have to spend anything immediately: which will leave them with lots of money to treat themselves over summer. This campaign of banners, eDM and microsite brought this idea to life by depicting situations where it looked like people were holidaying on the cheap – but actually revealed they had splashed out on their holidays