Fiat DM WORLD´S BRAVEST AD by Leo Burnett Tailor Made Sao Paulo

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WORLD´S BRAVEST AD

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Industry Cars
Media Direct marketing
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Creative Director Ruy Lindenberg
Art Director Alexandre Rato Pagano, Sergio Lobo
Copywriter Tomás Correa, Cesar Herszkowicz
Released April 2011

Credits & Description

Category: Direct Response Print or Standard Outdoor, including Inserts
Advertiser: FIAT
Product/Service: AUTOMOBILE
Agency: LEO BURNETT BRASIL
Date of First Appearance: Apr 1 2011
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Entry URL: http://www.essamerece.com/fiat/thebravestadyouveeverseen
Creative Director: Ruy Lindenberg (Leo Burnett)
Art Director: Sergio Lobo (Leo Burnett)
Art Director: Alexandre Pagano (Leo Burnett)
Copywriter: Tomas Correa (Leo Burnett)
Copywriter: Cesar Herszkowicz (Leo Burnett)
Media placement: Print and internet - magazines - 04/01/2011

Describe the brief/objective of the direct campaign.
The Prices War in the Brazilian automobile market caused a large part of the campaigns in magazines and newspapers to have a purely rational appeal. But how to you launch the Fiat Bravo in Brazil with an extremely rational ad without being bureaucratic and boring? How to leave this common place, making the difference in the consumers' minds and above all bring a personality to the car?

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We turned our product ad into the poster boy itself. It became a character, a real hero which brought a personality to the car.
Bravo in Brazil means bravery, boldness, courage. That’s why we created “The Bravest Ad You’ve Ever Seen” and we developed an internet program in the format “The Most Incredible Videos” where it proved all of its bravery. The car got a personality and became the car for the intelligent and humorous man.

Explain why the creative execution was relevant to the product or service.
For the first time the ad itself became a character of the brand, bringing personality to the car. Thus it fulfilled the objective of showing the product in detail and creating a different relationship with the consumer.
The creative strategy brought the car closer to men brought more testosterone into the category. All without missing the humour.
That’s how the " The Bravest Ad You’ve Ever Seen" has come to win.

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 magazine's ad generated so much curiosity about the program on the internet that right in the first few days people began copying the movies and posting them in other channels on the web.
Consumers made their own amazing videos.

Several consumers commented.

SENSATIONAL.... It is Fiat innovating in its ads”
“Outrageously funny.”
“hahahaha!!!!! very good!!! Fiat had some courage. I loved it”
“Ahahahahaha. I also liked it. Making fun of these sensationalist programs. Cool stuff. “