Fiat Ducato: "CHEAPER MAGAZINE" Promo / PR Ad by Leo Burnett Brasil

Category: Best Use of Magazines
Advertiser: FIAT
Product/Service: DUCATO
Agency: LEO BURNETT BRASIL
Date of First Appearance: Oct 7 2009 12:00AM
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)
Art Director: Alessandro Bernardo (Leo Burnett Brasil)
Copywriter: João Caetano Brasil (Leo Burnett Brasil)
Accounting Director: Cintia Mourão (Leo Burnett Brasil)
Accounting Supervisor: Danilo Ken (Leo Burnett Brasil)
Accounting Executive: Daniela Ferreira (Leo Burnett Brasil)
Media Director: Daniela Franco (Leo Burnett Brasil)
Media Vice President: Alessandro Visconte (Leo Burnett Brasil)
Media placement: Magazine - Isto É Dinheiro - 07 Oct 2009
Media placement: Magazine - Pequenas Empresas Grandes Negócios - Oct 2009

Results and Effectiveness
Approximately 1.5 million people were impacted by this message. Action cost: 1 simple page + R$1 per issue in each magazine (Less than 1 spread page). The publisher itself advertised in trade publications telling of the action, which generated free media for the Ducato. The action got spontaneous repercussions on the Internet, on news websites, personal blogs and Twitter. Ducato Multijet Economy’s sales surpassed the expectations, and so did the magazine’s sales.

Creative Execution
Two of the biggest financial and business magazines in Brazil were delivered with the new Ducato and thus arrived on the newsstands with a cover price of R$1 cheaper. Savings of over 10%. Uniformed employees delivered the magazines and a kit with point-of-purchase materials for the newsstands, advertising the action for them and for their clients. Over 100 thousand magazines were delivered with lowered prices. A seal on the magazine’s cover indicated the discount and led the reader to the ad’s page.

Insights, Strategy & the Idea
Fiat Ducato disputes a segment in which the buying driver is purely rational. The difference in its new version is the Multijet Economy engine: 10% more economic than the previous model. The audience was exclusively business-to-business. For its launch, instead of saying the new Ducato is more economic we chose to let people experience this economy.