CELEBRATING FIAT'S HISTORY IN PORTUGAL by Leo Burnett Iberia Madrid for Fiat

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CELEBRATING FIAT'S HISTORY IN PORTUGAL

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Industry Cars
Media Direct marketing
Market Portugal
Agency Leo Burnett Iberia Madrid
Copywriter Zelia Moraes
Designer Melissa Almeida
Released March 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: FIAT GROUP
Product/Service: FIAT
Agency: LEO BURNETT IBERIA
Date of First Appearance: Mar 15 2010 12:00AM
Entrant Company: LEO BURNETT IBERIA, PORTUGAL
Executive Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Creative Director/Designer: Daniel Palma (Leo Burnett Iberia)
Copywriter: Zelia Moraes (Leo Burnett Iberia)
Designer: Melissa Almeida (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Brochure - POS,Mail - 01/08/2009

Describe the brief/objective of the direct campaign.
To create a brochure that would tell 80 years of history of Fiat In Portugal. With this brochure the client aimed to illustrate each and every chapter of FIAT, from its first year in Portugal untill the current days.

Explain why the creative execution was relevant to the product or service.
FIAT has a rich history in Portugal and at the same time is constantly reaching for advancements in technology and technical innovation. Therefore, a brochure that had history as content and technology as part of the execution, addressed the client's brief and needs. With one in hand, you are able to both absorb FIAT's history and admire its innovations. The past and the future in the same piece.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
With this brochure we had to find just the perfect balance between the historic and the modern aspects of FIAT's presence in Portugal.The solution was to create a brochure that relied heavily on an intricate and artesanal art direction. One that, through typical Portuguese symbols and an eye on a modern execution helped us create just the right piece of direct marketing.

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.
The brochure has been a success. As it serves as storytelling device and at the same time, a portfolio, clients and FIAT have embraced as collectible item. It has set a standard both inside the agency and for future briefs, since it has garnered overwhelmingly positive reviews from all our targets. As far as return on investment, it has shown to be the ideal investment since it has been reprinted after the initial run.