Fiat DM APPS FONT by Leo Burnett Iberia Madrid

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Industry Mobile applications
Media Direct marketing
Market Spain
Agency Leo Burnett Iberia Madrid
Art Director Bruno Nakano, Fred Bosch
Copywriter Francisco Cassis, Chacho Puebla
Released April 2011

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: FIAT
Product/Service: MOBILE APP
Date of First Appearance: Apr 25 2011
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Francisco Cassis (Leo Burnett Iberia)
Copywriter: Francisco Cassis (Leo Burnett Iberia)
Copywriter: Chacho Puebla (Leo Burnett Iberia)
Art Director: Bruno Nakano (Leo Burnett Iberia)
Art Director: Fred Bosch (Leo Burnett Iberia)
Media placement: Mobile Application - Apple Store, Android Market - April 2011
Media placement: Website - Www - April 2011
Media placement: Posters - Universities, Tech Stores - April 2011
Media placement: Print - Magazines, Newspapers - April 2011
Media placement: Flyers - Guerrilla - April 2011

Describe the brief/objective of the direct campaign.
Our challenge was to introduce Blue&Me, a unique voice control technology that allows you to effortlessly manage your mobile phone and all the devices in your car.
We decided to link the product to safety, not technology.
Mobile phones are the number 1 cause of accidents around the world, that’s why we put the messages inside the device that distracts drivers so much: the smart phone.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created the World’s first typeface made out of applications.

Fiat Apps Type. A typeface that disguises perfectly in the world’s most popular mobile phone and calls drivers’ attention to the unexpected things that can happen on the road while they look at their phones.

For each letter of the alphabet we created several app icons (because apps can’t be duplicated on the iPhone) and with them we passed our messages.

Explain why the creative execution was relevant to the product or service.
Posters, print and internet banners spread the message.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
With so many touch points, the campaign became news in media related to cars, design and technology.

In just a few days, Fiat Apps Type re opened the debate about using mobile phones while driving, also putting Blue&Me in the public’s mind, especially in the tech addicts that never before had linked Fiat with innovation.