In this episode, the guys chat about the mystery and intrigue of an anonymous love letter and how it became a really big marketing problem. Nico talks about how perception is reality and where the line is between clever and creepy and Chad decides to buy more roses.

Italian carmaker Fiat once famously developed an idea for a new marketing campaign. The idea was cute, fun, catered towards the “independent, modern working woman”, and was meant to market Fiat’s new Cinquecento, of course. Otherwise known as the Fiat Cinq Cents to speakers or the Fiat Five Hundred to those who speak English.  After doing their homework and running a pilot test of the campaign - which, for the record, received positive results - Fiat felt that their new campaign was ready.  In March of 1994, Fiat sent letters to some 50,000 women in Spain. Each one was personally addressed and written on pink paper. In these letters, the writer heavily compliments the recipient and encourages her to go on a "little adventure" saying they believe she should because "we met again on the street yesterday and I noticed how you glanced interestedly in my direction". The writer and the letter's recipient were made for each other, or so the writer said.  The letters also included the line, “I only have to be with you a few minutes and, even if it doesn't work between us, I promise you won't forget our experience together.”

Designed to be fun and also mysterious, the question as to who penned the letter was supposed to be answered six days after the first letters went out.  Fiat’s idea was charming in theory, but not in practice. Fiat had hoped to compliment their consumers and encourage them to get out and explore the world (in a new Fiat). Their PR manager in Spain said, “The campaign was supposed to play with factors like intrigue, love, and romanticism which surrounds our car advertisements.” But the impression the letters ended up giving the recipients was that of a psycophathic, sex-mad stalker. Knowing Fiat’s intentions and the reaction they expected to generate makes it fair to say that the reaction they actually got couldn’t have been further from what they were going for.

The original plan was for these 50,000 independent, modern working women to receive a second letter six days after the first in which their admirer would be revealed as the new Fiat Cinquecento. Following the release of the first letters, the newspaper El Mundo reported that the ad campaign had unleashed jealous scenes among married couples.  Worse than that, one woman canceled her weekend plans and had her brother escort her to work. She even had family members begin a private investigation.

In fact, the newspaper El Pais reported that not just one but several women felt significantly threatened by the letter. Believing they were being stalked by a psychopath, many women locked themselves inside and would only go out if they were escorted by male company. Embarrassed, Fiat stopped the campaign early once they heard about women’s fearful reactions.mFiat did end up sending out a second letter, just not the one they had originally planned. This time, it was an apology letter with a signature, a brochure, and an invitation to the closest Fiat store. These apology letters also reportedly contained a third letter explaining the campaign. 

The High Court in the city of Zaragoza fined Fiat for sending the letters. And while being called to court can’t be good for any company's reputation, Fiat’s fine was a symbolic 155,000 pesetas (about 1,100 USD). The court also ordered the company to pay...