Some advertising campaigns remain engraved in the collective imagination for years, but there are others that go unnoticed. Among the first is BMW’s emblematic campaign with its slogan “Do you like to drive?” that marked an entire era in automobile advertising in the early 2000s. However, apart from those that do not achieve their objective, there are also those that over time are seen out of context.
Comparing Spain 30 years ago with today makes us see how social and cultural perceptions have changed. To put it in context, an advertising campaign that Fiat used in 1994 would be totally unthinkable today due to its content, although at the time it also caused a stir. But what is certain is that today something similar would not even be considered.
The campaign in question was that of the Fiat Cinquecento, a small utility vehicle that stood out for its compact design and retro style. To promote a model that, due to its dimensions and characteristics, fit perfectly into urban life, Fiat directed the campaign especially to women, taking advantage of its manageable size and flirtatious appearance to capture their attention.
The advertisers in charge of promoting sales of the Fiat Cinquecento opted for a risky strategy by targeting the campaign specifically at young women. They accessed the census and randomly selected 50,000 women between 20 and 28 years old to send them a personalized anonymous letter in a pink envelope.
Up until this point, the strategy seemed ingenious and original, but it soon turned into a disaster due to the inappropriate content of the letter. The letter, without any signature or identification, said: “Yesterday we saw each other again. We passed each other on the street and I noticed that you were looking at me with interest. But our relationship doesn’t go beyond this and I don’t want it to continue like this. I need to know you and for you to know me… Do you want us to have a little adventure?”
Not surprisingly, many of the women who received these letters felt harassed and uncomfortable by the content, which generated a strong negative reaction from the public and the media. “A Fiat advertisement with anonymous and ‘suggestive’ letters sows panic among women,” the newspaper El País published in 1994, echoing the controversy.
In the letter sent by Fiat you could also read fragments that suggested inappropriate and suggestive behavior. “I only need to be with you for a few minutes and, even if ours doesn’t work out, I promise you that you won’t be able to forget our little experience together” was one of the phrases that appeared in the letter. “I’m sure we are made for each other.” , Fiat concluded in his enigmatic message.
After realizing the commotion caused by the letter, Fiat then sent a second letter, this time with the company’s signature, clarifying that it was a marketing campaign and apologizing for any misunderstanding generated. Despite its intention to amend, the Italian brand faced severe criticism and damage to its reputation, leaving itself exposed to the risks of a poorly conceived advertising strategy.
Thirty years after this disastrous campaign, the incident is still remembered as an example of how the wrong advertising strategy can have lasting repercussions on the perception of a brand and its relationship with consumers.