To promote its fashionably coloured new range of cars, the Italian automaker FIAT has partnered with London’s free daily printed newspaper Metro to run scented advertisements in time for London Fashion Weekend, September 18-21.

Yesterday 18 September the newspaper ran two full-page advertisements under the headline ‘Eau de New Car’ printed with scented ink, with a call-out on the front page encouraging people to experience the pages through touch, thereby releasing a refreshing, minty scent. The advert featured a fashionable ‘Smooth Mint’ FIAT 500 Cult, which trendy colour is associated with fresh mint scent.

The multi sensory campaign targeted London Underground passengers and commuters who are both fashion-consious and think of buying a car.

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.”

This is the first time Metro ran scented ads. The campaign was created by Krow, executed in collaboration with the in-house Metro’s agency Story, with media planning and buying by Maxus.