FIAT PUNTO EVO CHALLENGE by Leo Burnett Frankfurt for Fiat

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FIAT PUNTO EVO CHALLENGE

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Industry Cars
Media Direct marketing
Market Germany
Agency Leo Burnett Frankfurt
Creative Director Matthias Fickinger
Art Director Michaela Siegl, Ronald Kraft, Johannes Veith
Copywriter Christian Alicke
Released October 2009

Credits & Description

Category: Best Integrated Campaign Led by Direct Marketing
Advertiser: FIAT GROUP AUTOMOBILES GERMANY
Product/Service: FIAT PUNTO EVO
Agency: LEO BURNETT
Date of First Appearance: Oct 16 2009 12:00AM
Entrant Company: LEO BURNETT, Frankfurt, GERMANY
Entry URL: http://www.leoburnett.de/cyd/en.html
Art Director: Ronald Kraft (Leo Burnett Gmbh)
Art Director: Johannes Veith (Leo Burnett Gmbh)
Art Director: Michaela Siegl (Leo Burnett Gmbh)
Creative Director Interactive: Simone Hausch (Leo Burnett Gmbh)
Creative Director: Matthias Fickinger (Leo Burnett Gmbh)
Creative Director Copy: Jörg Hoffmann (Leo Burnett Gmbh)
Copywriter: Christian Alicke (Leo Burnett Gmbh)
Head Of Technology: Marco Randi (Leo Burnett Gmbh)
Fiat Technical Director: Oliver Goerzt (Leo Burentt Gmbh)
Senior Flash Enigneer: Lukas Jedynak (Leo Burnett Gmbh)
Chief Creative Officer: Andreas Pauli (Leo Burnett Gmbh)
Media placement: Microsite / Navigational Tool - Internet - October 2009
Media placement: Poster With Bluetooth - Print - October 2009
Media placement: Flyer With Code - Print - October 2009
Media placement: Code Hanger At Dealership - Print - October 2009
Media placement: Mobile Website - Internet - October 2009
Media placement: TV Spot - Internet - October 2009

Describe the brief/objective of the direct campaign.
The launch of the Fiat Punto Evo. An exceptional vehicle merits an exceptional presentation. After all, the aim was to reach a young target group whose lifestyle revolves around the digital media. The cross-channel campaign was developed to do just that. The campaign is both entertaining and engaging; one that reaches out to where the target group likes to spend time - the Internet. The name of the campaign: Fiat Punto Evo Challenge.

Explain why the creative execution was relevant to the product or service.
In this way a simple win-a-car competition became a cross-media campaign. It places Fiat in the social digital environment of the target group. Apart from that establishing the technology of the navigational tool positions Fiat as a technological innovative brand, which is one of the weak image points of Fiat right now.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The special feature of the campaign is its completely new approach to social media sites such as Facebook, YouTube, Wikipedia, and Flickr, which have been connected to each other using a unique navigation tool. The presentation of the Fiat Punto Evo also included print and TV ads, as well as Bluetooth-enabled billboards. Under the umbrella ‘complete your download’ function, offline and online activities were synchronised to allow the user to collect all 10 codes needed to win a Fiat Punto Evo from the various media. In this way a simple win-a-car competition became a cross-media campaign.

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 website had over 60,000 hits in just the first two weeks. Thousands of comments were recorded on the social networking pages and tips on how to find the codes were posted on online forums. This sales drive has established Fiat as a link that connects people to one another; it has become part of the target groups’ social network.