HOODS OFF THE CINEMA by Maxus for Fiat

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HOODS OFF THE CINEMA

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Industry Cars
Media Promo & PR, Case study
Market Spain
Agency Maxus
Released April 2010

Credits & Description

Category: Best Use of Screens
Advertiser: FIAT
Product/Service: FIAT 500C
Date of First Appearance: Apr 16 2010
Entrant Company: MAXUS MADRID, Madrid, SPAIN
Media Planning/Advertiser Manager: Oscar Saenz (Fiat)
Client Services Director: Carlos Dominguez (Maxus)
Innovation Leader: Rocio Chapaprieta (Maxus)
Planning Director: Olga Guitierrez (Maxus)
Brand Marketing Communication Manager: Renato del Bino (Fiat)
Media placement: Cinema Campaign - 25 Sessions - CINEMAS - 16 April 2011

Insights, Strategy & the Idea
We are not selling savings, we are not selling use of space, nor are we selling a useful tool to move around; what we are selling is the chance to live, feel and enjoy urban moments.
The consumer is tired of hearing the word “crisis”. We want to take advantage of this feeling to let them know that life is short and that they must enjoy as much as it is possible. FIAT 500C is seen as an invitation to dream and have fun as well as an opportunity to forget the context.
The main drive that will make the consumer desire a FIAT 500C is the “coolness” and the “good vibes” of driving a convertible like that. We will focus our communication strategy by generating experience around the new FIAT 500C.
For us is not enough to tell it, people should feel it.

Creative Execution
During the weekend, the great expectation generated around the premier of “Alice in Wonderland” directed by Tim Burton, assured us that the cinemas were going to be full in order to show our spectacular communication.
The screen shows the car’s dashboard in a way that the spectator feels like they’re inside the car, driving whilst they push a button on the car roof.
Immediately a projection on the ceiling of the cinema starts simulating the opening of the hood, showing the sky over the audience heads, making them experience the sensation of driving a convertible.
To carry out this innovative effect, a 20,000 lumen projector focused on the ceiling was used as well as a digital technology on the screen with software that was responsible for the simultaneous coordination of the screen and ceiling projections.
In that moment a 30” car tour begins.

Results and Effectiveness
More than 9,250 spectators were able to enjoy this experience in the cinemas.
This innovative advertisement campaign had a great impact and media coverage both in print and television, even in the daily news.
We also achieved our main objective: interact with the public by surprising them, creating a long lasting memory having witnessed something unprecedented. This was also an added value in the cinema ticket as it goes beyond advertisement and became an entertainment.