Fiat Promo, Case study REAL MAP by AgenciaClick Isobar Sao Paulo, Isobar Sao Paulo

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REAL MAP

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency AgenciaClick Isobar Sao Paulo
Executive Creative Director Juliana Constantino
Creative Director Pedro Gravena Fcb
Art Director Alexandre Claudino, Diogo Valim, Bruno Oyama
Copywriter André Pinheiro, Bruno Barbieri
Agency Isobar Sao Paulo
Released February 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: FIAT
Product/Service: FIAT BRAVO
Agency: AGÊNCIACLICK ISOBAR
Date of First Appearance: Feb 10 2011
Entrant Company: AGÊNCIACLICK ISOBAR, São Paulo, BRAZIL
Entry URL: http://www.congado.net/2011/fiat/bravo/realmap/campanha/en/
Executive Creative Vice President: Raphael Vasconcellos (AgênciaClick Isobar)
Executive Creative Director: Juliana Constantino (AgênciaClick Isobar)
Creative Director: Pedro Gravena (AgênciaClick Isobar)
Copywriter: Bruno Barbieri (AgênciaClick Isobar)
Copywriter: André Pinheiro (AgênciaClick Isobar)
Art Director: Diogo Valim (AgênciaClick Isobar)
Art Director: Bruno Oyama (AgênciaClick Isobar)
Art Director: Alexandre Claudino (AgênciaClick Isobar)
Art Assistant: Alécio Calixto (AgênciaClick Isobar)
UX Designer: Felipe Arccorsi (AgênciaClick Isobar)
3D Artist: Fabrício Lúcio (AgênciaClick Isobar)
Motion Designer: Lucas Lourenço (AgênciaClick Isobar)
Flash Producer: William Albert (AgênciaClick Isobar)
Media Director: Rose Campiani (AgênciaClick Isobar)
Media Manager: Guilherme Horácio Baston e Nascimento (AgênciaClick Isobar)
Account Director: Claudio Souza (AgênciaClick Isobar)
Account Manager: Ernane Melo (AgênciaClick Isobar)
Sound Design: Mellancia
Production: Digital Box
Event Production: Colmeia
Media placement: Live Website Broadcast - Internet - 10 February 2011

Insights, Strategy & the Idea
For years the sports car category was left abandoned in Brazil. Having that, Fiat decided to launch a car that brought back the once forgotten sportiveness.

Creative Execution
Our idea was to bring sportiveness and excitement to people’s routine, remaking the boring journeys they drove everyday. All they needed to do was to trace the route on Google Maps and leave the rest to us: 10 projectors created a massive 25800sq ft screen on the floor of a warehouse. A race driver waited until lights were down to follow the route projected in the shape of a light beam.

7 cameras broadcast everything live and, for each route, a personalized video with was posted on YouTube.

Results and Effectiveness
In 10 hours of live action, 385 routes were made and posted on YouTube, which had more than 290 thousand views. More than 300 thousand unique visitors staying on the website for an average 27 minutes and 50 seconds and 3 flat tires.