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15 Dec 2020

The “A Pro Like You” campaign kicks off

The “A Pro Like You” campaign kicks off


Not only a complete and versatile range of vehicles: Fiat Professional puts itself alongside professional clients, working to overcome the difficulties of lockdown, with the “A Pro Like You” campaign, a collection of stories from the restart, providing visibility to the professionals involved


Today marks the beginning of the Fiat Professional “A Pro Like You” campaign, to give a voice to all the professionals working hard to resolve the complexity of current circumstances, who remain ready to restart despite the difficulties they are experiencing. Developed with the Leo Burnett agency, the campaign will be uploaded to our official Facebook, Instagram and YouTube channels, and was created at the end of the first lockdown, in spring. At such a precarious time of restart, Fiat Professional is aiming to act as the go-to for professional clients even more than usual, by collecting testimonials from small and medium-sized enterprises in difficulties due to closure or the inability to travel.


Fiat Professional: the go-to for professionals

The most compelling contributions have been documented in meaningful 30-second clips that tell the stories of the professionals, the hurdles they have had to overcome and their ideas and plans for the restart.
At this difficult time, Fiat Professional is alongside the economic fabric of entrepreneurship and is promoting small businesses to raise their visibility. Recruitment has brought to light stories of a wide range of undertakings, from dog sitting to systems engineering and from repairs of chocolate tempering machines to luxury stationery: truly diverse businesses, all united by their commitment to the restart.


“A Pro Like You”

In parallel with the digital campaign, the ‘you’ in the well-known payoff “A Pro Like You” – used in all Fiat Professional ads – will be replaced by the name of an actual professional: the star of the show every time will therefore be a real person, with their own story and their own business. The brand is thus supporting its clients, not only with a complete and versatile range of vehicles, but also with publicity on its channels and with genuine offers on the Fiat Professional website, designed to provide the most suitable partner to face the challenges of the restart. Last but not least, the project does not end there: the campaign's call to action is an invitation to all professionals to tell their own story.



Turin, December 15th, 2020



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