Fiat Promo, Case study PLANETARIUM 500C by Leo Burnett Tailor Made Sao Paulo, The Marketing Store

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PLANETARIUM 500C

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Agency The Marketing Store
Creative Director Jose Rodrigo Allgayer
Art Director Levy Mota Hosoume
Copywriter Paulo Vasconcellos
Released January 2013

Credits & Description

Advertiser: FIAT
Agency: THE MARKETING STORE, LEO BURNETT TAILOR MADE
Category: Best Use of Branded Content & Sponsorship
: Antonio Goddoy (The Marketing Store)
: Felipe Uzum (The Marketing Store)
CEO: Genival Britto Junior (The Marketing Store)
Events Manager: Dianna Fogaça (The Marketing Store)
President: Marco Antonio Salotto (The Marketing Store)
Creative Director: Jose Rodrigo Allgayer (The Marketing Store)
Other: Rogério Baron (Other)
Operational VP: Lucas Elias (The Marketing Store)
Copywriter: Paulo Vasconcellos (The Marketing Store)
Other: Diana Kurpjuweit (Other)
Account Manager: Michelle Dias (The Marketing Store)
Planner Director: Albano Neto (The Marketing Store)
Pos Director: Fabricio Klug (The Marketing Store)
Art Director: Levy Mota Hosoume (The Marketing Store)
Planner: Roberto Sandrin (The Marketing Store)

Strategy
To call attention to the Fiat 500 Cabrio in a program with one of the five highest audience ratings in Brazil, Big Brother Brasil 13, we needed something as surprising, exciting and entertaining as the car, something capable of turning the program around at the final test of the Show.Our idea stemmed from an engineering solution. Inspired by the gyroscope, we created Planetarium 500, a mechanism capable of making the Fiat 500 Cabrio turn in all possible and imaginable directions. The participant capable of holding out the longest inside the car, watching the world spin, would win the contest and a Fiat 500 Cabrio, and would be just one step away from the grand final and the show’s top prize of 1.5 million reais.

Effectiveness
The contest was aired on March 21 and was watched live, during 6 minutes, by more than 13 million spectators. It lasted 3h30, was broadcast live on cable TV and the internet, and reached a record audience on pay-per-view channels.And best of all, the Fiat 500 Cabrio was seen by all of Brazil, live and on national network TV, from its best angle: ALL OF THEM.The test was considered the best in 13 years of Big Brother Brasil by the program director, José Bonifácio Brasil de Oliveira, Boninho. And the Fiat 500 Cabrio now has a long waiting list at Fiat dealers.

Execution
The TV Globo network has practically monopolistic command of the Brazilian TV audience. In an analysis by time slots, 47 of the most viewed programs belong to TV Globo. Big Brother Brasil is one of the most widely watched, with an audience rating that has remained among the top five in Brazil over the last 13 years. It is a reality show that distributes 7-figure prizes, with millions invested by sponsors in tests that decide the fates of participants. In recent years, however, audience ratings and interest in the tests has been declining, thus making even more compelling the need to create a test that is surprising, creative and relevant for the brand as well as the consumer.