UM | FCA JEEP
In July of 2016, UM (Universal-McCann) initiated a media pitch to FCA Global. As a member of the IPG Mediabrands operating group of InterPublic Group, their pitch materials were concepted and designed by our In-House design team at Mediabrands. We mixed UM’s aesthetic with FCA’s, & introduced a concept of “Waypoints” to guide the reader through the materials. A custom wrapper was created to house all pitch materials. Designed and produced over the course of 4 days in Milan, Italy. We targeted 3 seperate markets in regions including, Italy, UK, and Germany.
Using our influencers as our main source of distribution, we created an influencer book that stated their following counts, bios, and interesting information on what makes these influencers so great! The idea was to keep consistency with the journey dots representing the travel and the hussle of a true 5-9er. Staying with this direction, we were able to create a beautiful aesthetic that stayed true to our brand and direction.
For this specific market, our team decided to use a form of Influencer marketing to focus on and build our strategy around influential people rather than target the market as a whole. Using this method allowed us to see the audience that our influencer was building. In our Italy market, using this method helped identify the individuals that have influence over potential buyers, and orients marketing activities around these influencers. We were able to build content around our influencers specific interest and passions and use their social feeds a driving tool.