Fiat Print TV MINIBOXES by Leo Burnett Tailor Made Sao Paulo

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Industry Cars
Media Print, Magazine & Newspaper
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Tiago Valadao
Copywriter Bernardo Renno
Released March 2012

Credits & Description

Category: Cars & Automotive Services
Advertiser: FIAT
Product/Service: DUCATO
Creative Vice President: Marcelo Reis (Leo Burnett Tailor Made)
Creative Executive Director: Guilherme Jahara (Leo Burnett Tailor Made)
Art Director: Tiago Valadão (Leo Burnett Tailor Made)
Copywriter: Bernardo Rennó (Leo Burnett Tailor Made)
Graphic Producer: Zezinho Lima (Leo Burnett Tailor Made)
Graphic Producer: Ricardo Sotelo (Leo Burnett Tailor Made)
Art Buyer: Stella Crippa (Leo Burnett Tailor Made)
Accounting Director: Ricardo Forli (Leo Burnett Tailor Made)
Media Vice President: Fernando Sales (Leo Burnett Tailor Made)
Media: Daniela Franco (Leo Burnett Tailor Made)
Planner: Marcelo Magalhães (Leo Burnett Tailor Made)
Client Approval: João Ciaco/Malú Antonio (Fiat)
Media placement: Boxes Of Matches - Supermarkets And In The Area Of Electronics In Large Stores - 4 March 2012

Describe the objective of the promotion.
Our challenge was to increase the number of consumers who know the Ducato and to show for real what the large carrying capacity of this Fiat service car is.

Describe how the promotion developed from concept to implementation.
A load too large to be transported in a passenger car is small for the Fiat Ducato. From that observation we had an idea: use the box of matches format, widely available in the market, to simulate mini 42’ TV packages.
To do so, we created an ad on boxes of matches simulating mini 42’ TV packages. On the back of the box, the explanation: 'Ducato. Your cargo gets really small inside it'.
The mini packages were piled up alongside real TV sets in the electronics section inside big stores or normally distributed in supermarkets.

Explain why the method of promotion was most relevant to the product or service.
The Fiat Ducato is used to transport cargo. Therefore, the action took place where the transport of goods is more relevant to the consumer: in department stores and supermarkets, where the consumer buys their products.
Placed at points of sale, the mini TV packages triggered enormous curiosity. First the strangeness coming across mini TV packages at a time when TVs are getting bigger and more desirable. Second because it was the first time that the area available on boxes of matches sold in Brazilian supermarkets was used as media to advertise a product from another category.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The action lasted 6 days and impacted approximately 40,000 consumers. During this period, the demand for Fiat Ducato grew about 20% and even the partner company manufacturer of boxes of matches increased its sales.

For Fiat, this result confirms the great choice for an action capable of promoting its brand and drawing attention to a car with little or no conventional media exposure. All of this thanks to an idea as simple as loading a box of matches.