For Fiat, Orange is the New Green

From: Fiat
Date: 03/24/2014
Subject Line: Welcome to the FIAT® family.

03.24.2014 Fiat


Rarely is the Code à la Mode team moved to blog about something that arrives in an actual old school mailbox. However, this little gem from FIAT is so clever, that we feel compelled to make an exception (plus, there is no way that the same physical content could have been delivered via email or other digital format).

Here are a few things to love about this direct mail piece:
1) The color. Orange is the signature color for the Fiat 500e – the bright color makes their cars stand out on the road, and this piece of mail “pop” in comparison to all the usual junk in the mailbox. Keeping with the color theme, the packaging contains a thank you card imbedded with poppy seeds, the California state flower*.
2) The copy. It is short, sweet, and kinda sexy. You’ve joined a family with fashionable taste… makes one feel like a part of the in crowd. The brief set of resources listed in the handy reference guide (which will go in the glove box) are a nice additional touch.
3) The eco-friendly packaging (just like the Fiat 500e itself!). Naturally, the envelope and contents are printed on recycled/compostable paper.

*Note: for the time being, the 500e is available ONLY in California.

In short, everything about this Thank You card is perfectly in sync with the entire Fiat 500e marketing program.

Ciao for now, darlings…time to go for a spin! 🙂

Lyla Reinero

Lyla Reinero is a Creative Services veteran and Founder + Principal at Code à la Mode. Throughout her Digital Marketing career she has worn many hats including Developer, Designer, Account +Program + Traffic Manager, and award-winning Blogger for The Retail Email Blog. She loves getting into the mix with special clients, to help them meet their Creative, Marketing & Strategy goals. In her down time, Lyla enjoys shopping, cooking, enjoying the good life, and convincing anybody who will listen that her current locale of Pacifica, CA is the place to be!