How you present your product to your potential customers truly matters. The best marketers understand that a marketing campaign can either make or break your product and even your entire brand. In 1994, Italian car maker Fiat launched an advertising campaign for its latest model, Fiat 500, targeting the female population in Spain. The campaign was rather unique as it wasn’t on billboards, radios or newspapers but instead opted for anonymous pink love letters personally addressed to 50,000 young women. To the unsuspecting women, the love letter called for a little indulgence in an adventure. The message read, “Yesterday we saw each other again. We met on the street and I noticed how you glanced interestingly in my direction. I only need to be with you for a couple of minutes, and even if it doesn’t work out, I promise you won’t forget our little experience together.” Unfortunately, Fiat didn't anticipate that the love letters would trigger anxiety, fear and tension in the women. They ended up confused and scared of their "secret admirers." It was so bad that some even stayed put in their homes and refusing to go out without a male companion. Still others reported the letters to the police. The campaign had even sparked jealousy among married couples over fears of existing secret lovers. Fiat sent out a second letter after four days to solve the mystery. The letter included a signature, brochure, and an invitation to the nearest Fiat store. Although the reveal was a relief to many, the damage was already done. Fiat ended up getting sued and had to pay a hefty fine for the ad campaign, which was followed by apology letters. Fiat learned the hard way of the dangers of advertising. It's not really about how much you spend on marketing campaigns — it's about the story that your marketing campaign sells to your potential customers.
