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Fiat to exploit internet for Stilo's UK launch

The internet is set to play a vital role in Fiat UK's campaign to try to ensure the success of the Stilo, which goes on UK sale this month.

The new 3- and 5dr family hatch has been supported by a heavy online campaign, developed for Fiat UK by internet advertising agency Blue Marble.

A Stilo 'micro site' was launched last year that allowed visitors to subscribe to an e-newsletter, gather information on the car and book a test drive.

The e-newsletter was sent to more than 12,000 users who could forward it to friends, developing word of mouth advertising.

Peter Newton, Fiat UK director of communications, said: “The internet will play an important role in the launch of this car.”

He added that a strong viral campaign – one where internet users could e-mail ads to friends – would also be part of the car's online launch.

The campaign will be similar to that used to launch the new Mini, according to Rikke Wichman, Fiat advertising account manager at Blue Marble.

A new micro site, to go live once the Stilo reaches showrooms, will give users information on the model range and, from March, the chance to view a 3D movie, part of a succession of 15-20 second animations.

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