IF PEE WERE GAS by Leo Burnett Tailor Made Sao Paulo for Fiat

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IF PEE WERE GAS

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Industry Cars
Media Print, Magazine & Newspaper
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Director Fabio Hacker
Account Supervisor Daniela Ferreira
Released April 2012

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: FIAT
Product/Service: NOVO UNO
Agency: LEO BURNETT TAILOR MADE
Creative Vice President: Marcelo Reis (Leo Burnett Tailor Made)
Creative Executive Director/Art Director: Guilherme Jahara (Leo Burnett Tailor Made)
Creative Director/Art Director: Rodrigo Jatene (Leo Burnett Tailor Made)
Illustration/Craft Design: Nicolas Cortinove/Marcos Yamagata/José Geremias (Leo Burnett Tailor Made)
Project Manager: Luiz Tosi/Monique Kniggendorf (Leo Burnett Tailor Made)
Programmer: André Cazetto (Leo Burnett Tailor Made)
Producers: Celso Groba/Maria Fernanda Moura/Camila Aquino (Leo Burnett Tailor Made)
Design: 3D (Big Studios)
Art Buyer: Stella Crippa (Leo Burnett Tailor Made)
Account Director: Cintia Mourão (Leo Burnett Tailor Made)
Account Supervisor: Daniela Ferreira (Leo Burnett Tailor Made)
Account Executive: Mirelly Rosa (Leo Burnett Tailor Made)
President: C.belini (Fiat)
Marketing Director: João Ciaco (Fiat)
Marketing Manager: Malú Antonio (Fiat)
Media Vice President: Fernando Sales (Leo Burnett Tailor Made)
Media Director: Daniela Franco (Leo Burnett Tailor Made)
Media Manager: Leonardo Gomes (Leo Burnett Tailor Made)
Production Manager: --- (Vetor Zero)
Director: Fabio Hacker (Vetor Zero)
Media placement: Ambient Digital Experience (Bars And Restaurants) - Bar Devassa - 17 April 2012

Describe the objective of the promotion.
The New Uno is a car synonymous with flexibility and innovation among the Brazilian young generation. But we needed to highlight another feature, as important as its remarkable design: the great fuel economy.

Describe how the promotion developed from concept to implementation.
We decided to deliver the message of low consumption in a light and fun way, reaching the audience in the toilets of bars and restaurants.
A sensor was installed in each urinal to measure the amount of urine people produced. The data collected by the device was sent to a tablet integrated into a panel placed in front of the user. In real time, an Android app would make the conversion, turning 'ml' into 'km' (based on the real consumption of the car), and making a virtual car move on the road in the tablet’s interface.

Explain why the method of promotion was most relevant to the product or service.
Thanks to the originality of the activation, we managed to call the attention of the youngsters at a moment of great socialisation in bars and restaurants, encouraging their interaction and allowing them to 'test drive' the New Uno in an unusual way, so they could spread their experience right after.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Besides great effects in the places where the panels were installed, the action spread hugely through social networks. But most importantly, in the weeks after the activation fuel economy became the first feature mentioned by young people at buying decision, followed by the innovative design.