Fiat Panda is a 4x4 vehicle that is affordable and targeted towards people from countryside in Turkey. However, the brand awareness for Fiat Panda was low. On the other hand, with 70% of the country's terrain being mountainous, there was high market potential. We wanted to increase sales by explaining the power of Fiat Panda in mountainous area. Radio was the primary channel for communication in the countryside, with a 67% usage rate, as internet and reception are limited. Knowing that, we aimed to connect with our target audience through the radio channel with the tunes they were already familiar with. So, we turned to folk songs that our target audience knows and loves, which are usually mentions countryside’s mountainous, bumpy land structure. With the “On-Air Off-Road” campaign, our messages popped-up in these songs strikingly. The unexpected off-road on broadcast was the way to make people aware for Fiat Panda.

The campaign is formed of five famous Turkish folk songs that contain an unexpected “off-road” message in them. Our message, which emphasizes Fiat Panda's off-road capability is following the words such as mountains, hills, and streams in the lyrics. The radio spot we hear is a section that's taken from one of these songs.

Fiat Panda executed the "On-Air Off-Road campaign" with musicians and sound engineers to ensure that the messages fit seamlessly into the songs. After identifying the regions, songs and collaborating with local radio stations to play these songs on broadcast, the integrated messages delivered the audience through the tunes from their own region.

Consequently, this campaign successfully connected with the countryside audience through a medium they were already familiar with. With the "On-Air Off-Road campaign", compared to the pre-campaign period (January-October 2022), Fiat Panda sales increased by 86.6% after the campaign (November-December 2022). And Fiat Panda has successfully ended the year 2022.