To convince this market that there’s a Fiat that will fit them perfectly no matter how big their family is, we developed a creative concept based on the analogy of clothing sizes - indicating that whether their family is large, extra-large, or extra-extra-large, there’s a Fiat in their size. We created a series of key images consisting of coathangers bent into the shapes of the respective vehicles, with toggles indicating what size the vehicles were: L, XL or XXL. The whole brochure was then hung on an actual coathanger and mailed out to 50,500 families throughout the United Kingdom.

4,364 families (or 8.73% of those mailed) visited their Fiat dealer during the open door weekend, and 39.85% of these families took a test drive. 598 vehicles were sold that weekend and a further 272 were sold over the next six weeks – representing a 50.03% conversion rate from test drives.