ONE THING LEADS TO ANOTHER by AgenciaClick Isobar Sao Paulo, Isobar Sao Paulo for Fiat

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ONE THING LEADS TO ANOTHER

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency AgenciaClick Isobar Sao Paulo
Art Director Diogo Valim, Gabriel Rezende
Copywriter Estevão Queiroga
Agency Isobar Sao Paulo
Copywriter Eduardo Battiston
Released January 2010

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: FIAT
Product/Service: NEW DOBLÒ 2010
Agency: AGÊNCIACLICK ISOBAR
Date of First Appearance: Jan 18 2010 12:00AM
Entrant Company: AGÊNCIACLICK ISOBAR, São Paulo, BRAZIL
Entry URL: http://www.congado.net/2009/fiat/doblo/website/en/
Chief Creative Officer: Raphael Vasconcellos (AgênciaClick)
Creative Director: Eduardo Battiston (AgênciaClick)
Art Director: Diogo Valim (AgênciaClick)
Art Director: Gabriel Rezende (AgênciaClick)
Copywriter: Eduardo Battiston (AgênciaClick)
Copywriter: Estevão Queiroga (AgênciaClick)
UX Designer: Fabrício Teixeira (AgênciaClick)
UX Designer: Caio Braga (AgênciaClick)
Art Assistant: Alexandre Claudino (AgênciaClick)
Motion Designer: Fernando Colares (AgênciaClick)
3D Artist: Fabrício Ribeiro (AgênciaClick)
3D Artist: Rafael Baddini (AgênciaClick)
Agency Producer: Pamela Cardoso (AgênciaClick)
Media Director: Rose Campiani (AgênciaClick)
Media Planner: Gui Horácio (AgênciaClick Isobar)
Media Planner: Yuri Teixeira (AgênciaClick Isobar)
Media Planner: Stella Lopes (AgênciaClick)
Account Director: Cláudio Souza (AgênciaClick Isobar)
Account Manager: Ernane Melo (AgênciaClick Isobar)
Project Manager: Maira Zaclis (AgênciaClick)
Production Company: (Bossa Nova Films)
Sound Design: (Cromossonica)
Media placement: Internet - Yahoo! - 19/01/2010
Media placement: Internet - www.congado.net - 18/01/2010

Results and Effectiveness
Thanks to the buzz and to the wide publicity on social media, the website registered nothing less than 51,000 visitors during the 5 days of cartoonists’ performances. More than 8,500 requests for drawings were done, and the only reason that made us unable to attend to all of them was a waiting list that achieved the number of 200 simultaneous requests. Such an unexpected initiative guaranteed an average permanence of more than 7 minutes per visitor on the website.

Creative Execution
We created a website based on the concept “One thing leads to another. Fiat’s New Doblò leads to them all”. Consumers were invited to write something that lead to something else. Next, cartoonists did drawings mixing the users’ ideas with Fiat’s New Doblò. From January 18th to the 22nd, twelve artists took turns, 8 hours a day, to convert the consumers’ ideas into illustrations, broadcast live on the website. The thousands of drawings suggested by the consumers were used in the pieces of New Doblò’s campaign. On this website, each one of the 6,000 created drawings generated wallpapers for download and videos, which could be watched on-demand or shared on social networks.

Insights, Strategy & the Idea
To communicate the release of Fiat’s New Doblò. The car’s main feature is its versatility. Our challenge is, therefore, to show the innumerable possibilities the car offers to its owners.