@FiatProOfficial: the new official Fiat Professional Twitter account

The FCA brand dedicated to commercial vehicles is reasserting its innovative, customer-oriented approach on social media as well as on the road: the new official Twitter profile goes live using the new Twitter Ads emoji keyword targeting function for the first time in the world. The occasion was picked to promote the new Fiat Professional range video, which one month after its digital launch has garnered one million total views across Europe.

The new Twitter account @FiatProOfficial was launched by Fiat Professional on Sunday, July 24. One of the first leaders in their respective core business to open a profile entirely dedicated to the world of commercial vehicles, the brand has chosen to turn to the popular social network to reach an increasingly more knowledgeable customer base. This was the occasion to share the 'Work never stops' video which illustrates all the models of Europe's best-selling commercial vehicle range and reasserts its strong positioning by the side of professionals.

For the communication campaign Fiat Professional used the new Twitter Ads emoji keyword targeting function for the first time in the world. The function is a tool for targeting messages to users by employing specific emojis. More specifically, Fiat Professional picked icons which identify working, commercial vehicles and the ideal leisure activities of professionals: work vehicles that hint to the models of the range, tools like a hammer or a wrench making reference to specific trades, a muscular arm suggesting strength and the pride of a job well done experienced by the professionals to whom the brand is targeted and a light bulb, which is the universal symbol of ingenuity. The latter also pays homage to the latest addition to the Fiat Professional line-up: the 'ingenious' Talento. There is also an alarm clock, that makes reference to the beginning and end of the 'Work never stops' video that reached everyone who used one of the chosen emojis in their tweets.

The range video (https://www.youtube.com/watch?v=7T0bYUlz-is) shared with users during the 24 hours of programming showed Ducato, Doblò, New Fiorino, Talento and Fullback passing the baton in an ideal relay race from one activity to the next each in their specific fields from daybreak (the alarm clock in the foreground is set to 5 a.m.) until late at night of a working day that ends at 5 a.m. of the day after, implying a never-ending cycle and reasserting the concept that work never stops.

The launch date - July 24 - was not picked by chance: the campaign of the new Fiat Professional range pivoting on the 'Work never stops, built to work 24/7' concept chose this day to ideally celebrate work that goes on 24 hours a day, 7 days a week and obviously its protagonists, the professionals who successfully complete their daily missions and take pride in their jobs, for whom Fiat Professional is presenting important new products and an even more customer-oriented approach summed up by the claim 'A Pro Like You'.

Fiat Professional chose other Twitter functions in addition to emoji targeting to expand the potential audience of the communication, like Promoted Trend with the hashtag #TwentyfourSeven, to which the First View option was associated. In particular, the combination of these two functions significantly increased the reach of the campaign and ensured its exclusive positioning: all Twitter users when they first connected to the app or the website were reached by the range video, while the Promoted Trend appeared all day for 24 hours at the top of the Trends list.

This 2016 is the pivotal year in which the brand's 'full liner' range is being revealed in all its glory. The brand is been continuously evolving and is prepared to tackle the crucial challenges with new products, new models and new targeted answers specific for increasingly demanding customers. The approach is one of professionals addressing other professionals, with innovative and targeted business solutions and an increasingly extensive range. The launch of the new @FiatProOfficial Twitter account fits well in this context (https://twitter.com/FiatProOfficial).

Fiat Professional can boast over one hundred years of history and a one-of-a-kind baggage of experience in the world of commercial vehicles. Skills have been consolidated over time with unremitting enthusiasm to take on challenges and constantly develop without fearing change to boldly open new roads. The new strategies and new models launched this year, like Fullback, Talento and Fiorino, are playing a fundamental role in this development and in the direction of increasingly more global growth.

Turin, 1 August 2016