MIO by AgenciaClick Isobar Sao Paulo, Isobar Sao Paulo for Fiat

MIO

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Industry Cars
Media Design & Branding
Market Brazil
Agency AgenciaClick Isobar Sao Paulo
Creative Director Diego Araujo
Art Director Diogo Valim
Copywriter Estevão Queiroga, André Pinheiro
Agency Isobar Sao Paulo
Creative Director Eduardo Battiston
Released October 2010

Credits & Description

Category: Consumer Products
Advertiser: FIAT
Product/Service: FIAT MIO
Agency: AGÊNCIACLICK ISOBAR
Date of First Appearance: Mar 2 2010
Entrant Company: AGÊNCIACLICK ISOBAR, São Paulo, BRAZIL
Entry URL: http://www.congado.net/2010/fiat/mio/design/en/
Creative Executive Vice President: Raphael Vasconcellos (AgenciaClick Isobar)
Creative Director: Diego Araujo (AgenciaClick Isobar)
Creative Director: Eduardo Battiston (AgenciaClick Isobar)
Copywriter: André Pinheiro (AgenciaClick Isobar)
Copywriter: Estevão Queiroga (AgenciaClick Isobar)
Art Director: Diogo Valim (AgenciaClick Isobar)
UX Designer: Fabrício Teixeira (AgenciaClick Isobar)
Flash Developer: Francisco Adelano (AgenciaClick Isobar)
Motion Designer: Fernando Colares (AgenciaClick Isobar)
Strategy Vice President: Ana Paula Cortat (AgenciaClick Isobar)
Planning Director: Gabriel Borges (AgenciaClick Isobar)
Strategist: Douglas Mello (AgenciaClick Isobar)
Media Director: Rose Campiani (AgenciaClick Isobar)
Media Planner: Guilherme Horário (AgenciaClick Isobar)
Technology Director: Ricardo Murer (AgenciaClick Isobar)
Technology Developer: Robson Dantas (AgenciaClick Isobar)
Account Manager: Cláudio Souza (AgenciaClick Isobar)
Project Director: Ernane Mello (AgenciaClick Isobar)
Project Manager: Douglas Bocalão (AgenciaClick Isobar)
Project Manager: Maira Zaclis (AgenciaClick Isobar)
Media placement: Website - Www.fiatmio.cc - March, 2010

Describe the brief from the client
Fiat is the largest car brand in Brazil. It has a history about of challenging convention and setting the pace as the emerging Brazilian market continues to grow in value and volume.

Describe the challenges and key objectives
How could the design improve the perception of value of FIAT's products?
The Fiat Mio initiative was created to enable car enthusiasts to set the agenda for the car of the future. To engage the people in our discussion, we chose to invite the consumer into the process of the design of FIAT MIO. We turn the canvas of FIAT ESTILO DESIGN CENTER into an open platform of collaborative design. This time, the brief about how the next-car should be, came from the consumer.

Describe how you arrived at the final design
We created a platform were people could share the ideas among them and with the FIAT engineers. With a great campaign, we engaged a lot of people and had to be very open for the dialogue with the community. All the process was registered in video documentary and shared on Internet. The concept car built in the end of the project was the star of Sao Paulo auto show 2010.

Give some indication of how successful the outcome was in the market
17,000 people from 160 countries became involved in the project, generating an unprecedented level of collaboration and creativity between brand and consumer. The programme created the reality of the first ever crowd-sourced car; the current Fiat Mio concept car.