Fiat Promo, Case study 500: A GREAT CAR! by Sunset Comunicação

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency Sunset Comunicação
Art Director Kleber Martins
Copywriter Douglas Martins
Released October 2011

Credits & Description

Category: Automotive and Transport
Advertiser: FIAT
Product/Service: FIAT 500 LAUNCH
Creative President: Guto Cappio (Sunset)
Creative Vice President: Marcelo Zampini (Sunset)
Acd/Art Director: Andre Lopes (Sunset)
Copywriter: Douglas Martins (Sunset)
Art Director: Kleber Martins (Sunset)
Planner Vp: Luis Guilherme (Sunset)
Account Vp: Alessandra Lanzelotti (Sunset)
Rtv/Art Buyer: Joaquim Carriço (Sunset)
Account Manager: Carina Adoni (Sunset)
Graphic Production: Marcelo Guaycuru (Sunset)
Media Vice President: José Luiz (Sunset)
Illustration: Gabu Costa (Studio Icarus Ci)
Media placement: digital PR - opinion makers / digital blogs - 10/10/2011
Media placement: consumer PR - opinion makers / digital blogs - 10/10/2011

Summary of the Campaign
The Fiat 500 is a fully loaded car, but its value was not perceived by the audience, since culturally only SUVs and large sized cars are perceived as having generous standard features. Since the model had a lower price, we had to find a qualified target audience to disseminate its features and also draw positive comments in a way that would encourage test-drives.

The most effective way to ensure a wide reach at a low cost was to generate input for specialised media, turning the media into the spokesperson for the brand. Therefore we selected the target audience based on relevance and created a direct mailing with significant visual appeal: on the cover, a question challenged the information disseminators to discover which model of car was being depicted; inside was the car's dashboard, in real size (1.3m; 4.2ft).

The combination of a fun test-drive experience and complete information about the car guaranteed repercussion in magazines, newspapers and the web, directly and indirectly impacting 24,418,355 people and resulting in 8,000 test-drive appointments. By developing a spontaneous media action with opinion makers and specialiszed media, we were able to save R$1,634,408 in advertising space purchases.

The Situation
Fiat is a car manufacturer operating in Brazil since 1976. It was 10 times the sales leader in the Brazilian automotive market and is known for its innovative spirit, connection with its audience and for product development and quality. However, one of its models – the compact Fiat 500, a fully loaded car with awards from around the world – did not have its true value perceived by the audience. Culturally, only SUVs and large size cars were recognised as having a generous number of standard features. With the model’s reduced price, an opportunity was identified to communicate its features and reposition the 500 in the market.

The Goal
To reposition the 500, Fiat requested a campaign that would generate buzz about the model, drawing positive comments in a way that encouraged test-drives.

The audience targeted for this action comprised men and women, classes A and B, with a youthful and trendsetter profile - current clients and potential buyers of the brand.

To communicate with the target audience while ensuring reach, the most effective method was to generate input for the specialised media, who would then become spokespeople for the brand. This way we defined a smaller audience that would allow for reducing communication costs.

The Strategy
A search was started to identify opinion makers and automotive industry specialised media (newspapers, magazines and segmented portals), building a mailing list for the action. Next a direct mailing piece was created – which also served as a press release – with a great visual impact. On the cover there were several features and a question that intrigued the disseminators of the information, a challenge to discover which car was being advertised. The answer was inside: the dashboard, printed in real size (1.30m; 4.2ft), transported the reader inside the 500. The fun format of the piece and its content created the ideal environment for dissemination.

A schedule was developed to spread out the mailings that would be made to the targets of the action. The objective was to ensure opinion makers and specialised media received the direct mailing in a random fashion, so that the content about the car would linger in the press for at least 2 months (duration of the campaign), instead of a one-time mailing that would generate buzz in a short space of time.
The campaign ran as planned and no specific tools or tactics were used.

Documented Results
In just 2 months, the action had repercussion in magazines, newspapers and the internet – in blogs, tweets and posts in segment portals. In all 24,418,355 people were directly and indirectly impacted, generating 8,000 scheduled test drives and thousands of accesses to the Fiat website.
By developing a spontaneous media action with opinion makers and specialised media, we were able to save R$1,634,408 in advertising space purchases.