A seemingly “illogical” question by a blonde not only attracted the audience, but it also informed in a single sentence on the topical offer by FIAT.The highest Internet penetration in Slovakia is reached within this target group of young adults. That's why we have introduced Internet into our campaign as a medium that enabled us to create an impact on this specific target group. As this target group is rather immune to classic forms of internet ads, it was necessary to create a special format of internet advertising. We have attached a comic strip bubble with the question "Please, please, how much is that Seicento for only 239,900 SKK?” to pictures of people within various editorial texts on the most frequently-visited sites. By attaching the comic strip bubbles, we are "downgrading" the authority of the persons depicted (show business celebrities, politicians); we are approaching the way of thinking of our target group and the brand becomes congenial.

Because the Seicento target group is immune to classical forms of communication, the media team suggested to include the advertising message again, in an untraditional and witty way-as part of the editorial material, which is the object of interest of the target group.