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Metro turns the commute 'Minty Fresh' with FIAT 500

19 September, 2014

Fiat 500

For the first time ever, London Metro has run scented advertisements, during London Fashion Weekend

LONDON — As part of the introduction of the 2014 FIAT 500 range, with its new palette of colours including the fashionable 'Smooth Mint’ FIAT 500 Cult, to further strengthen the brand’s ties to fashion, Metro London has run its first ever ad with scented ink in association with FIAT.

The campaign was planned and bought by Maxus, with creative from Krow.

The campaign is targeting young, fashion-conscious drivers by promoting the new colours and reinforcing the FIAT brand as fashionable car icon during the biggest event in the fashion calendar, London Fashion Week and London Fashion Weekend.

On Thursday 18 September the newspaper ran two full page advertisements under the headline ‘Eau de New Car’ with a call-out on the front page encouraging people to experience the pages through touch, thereby releasing a refreshing, minty scent.

Kate McLaren, head of FIAT Brand, FIAT Group Automobiles UK said: “We have worked with Maxus on a comprehensive media strategy that has helped to establish the FIAT 500 as the fashionable car icon of choice for drivers. This is an exciting, engaging campaign that also promotes the marque’s fun and discerning messaging.”

Gemma Delaney from Maxus said: “The FIAT 500 is the market leader and our challenge is to keep the brand fresh and desirable and maintain our progressive market leading position. The target audience is fashionable and stylish in all areas of their lives. Communicating ‘Eau de New Car’ to femmes and hommes is a tongue in cheek way of aligning the brand with the world of fashion whilst achieving huge standout and talkability.”

Sophie Robinson, creative director, Metro said: “We love to push the boundaries and innovate in print. This is another great example of Metro working closely with a client to get real stand-out and surprise our audience during their morning commute.”

This is just one example of a range of solutions that Metro’s in house creative agency Story can deliver including florescent ink, translucent cover wraps and pull out posters.

About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten (#8) UK agency (Campaign School Reports 2014), billing upwards of £400 million.

Maxus UK clients include L’Oreal (the largest media account in the UK for the last 5 years) BT, Barclays, Fiat Group, Associated British Foods, npower and Avis Budget.

Maxus UK has established itself (July 2014) as the agency with the most sustained growth of the top 10 media agencies last year. In 2013 the agency grew 20% with overall activity rising to £758m (2013) from £632m (2012) to become the 8th largest media agency in the UK (source: RECMA).

Maxus UK is part of the Maxus Global network which employs over 2,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. It was named RECMA’s No1 for Vitality in the UK, Campaign’s Global Media Network of the Year 2011, Ad Week's US Agency of the Year 2011, and one of Ad Age's ‘Agencies to Watch’ for 2012. For more information, visit

Twitter: @maxuslondon

Maxus Global is part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every day. The newest of GroupM’s agencies, Maxus Global is the fastest growing global media network for the last five years (source: RECMA). For more information visit

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