Fiat wanted to celebrate Fiat 500's first birthday and drive awareness of this model through a big impact campaign. Metro put together an in-paper and online solution for Fiat, consisting of a coverwrap in-paper plus site wrap and page peel online at www.metro.co.uk. Following the campaign, research took place to assess awareness of the coverwrap and evaluate delivery of online advertising, this was done using interviews and a 5-10 minute questionnaire. The research shown that over 8 in 10 could recall at least one element of the campaign. See attachment for full results.
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