Fiat Promo, Case study DRIVE FOR GOOD by Bikini Films, Leo Burnett Iberia Madrid

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DRIVE FOR GOOD

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Industry Business equipment & services, Environmental & Animal Issues, Corporate Image
Media Promo & PR, Case study
Market Portugal
Agency Bikini Films
Director Pedro Rolo
Copywriter Thiago Carvalho, Erick Rosa, Fernando Duarte, Silvio Medeiros
Agency Leo Burnett Iberia Madrid
Creative Director Renato Lopes
Art Director Thiago Arrighi
Released April 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: FIAT
Product/Service: ENVIRONMENTAL CAMPAIGN
Agency: LEO BURNETT IBERIA
Agency: BIKINI
Date of First Appearance: Apr 28 2011
Entrant Company: LEO BURNETT IBERIA, Lisbon, PORTUGAL
Entry URL: http://www.ourawardsite.com/2011/fiat/drive-for-good/media-c02
Creative Director Iberia: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Erick Rosa/Renato Lopes (Leo Burnett Iberia)
Art Director: Thiago Arrighi (Leo Burnett Iberia)
Copywriter: Erick Rosa/Thiago Carvalho (Leo Burnett Iberia)
Account Director: Tiago Reis (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Production Director: Cristina Almeida (Leo Burnett Iberia)
Director: Pedro Rolo
Production: Ana Miranda
Sound Production: (Som de Lisboa)
Voices: Randolph Albright
Media placement: Outdoor - Fiat Cars - 28/04/2011

Insights, Strategy & the Idea
Fiat is a brand that cares about the environment. Producing environmental friendly cars and advertising that is a way of communicating that, but they wanted to take it one step further.
Part of their target audience knows it is an environmental friendly company, but Fiat wanted to strengthen this image.
The insight came from the fact that every car dealer in the world does test drives, but they start an end at the same place, wasting gas, polluting the air with no other purpose than testing the car. We felt like we could turn test drives into something more eco-friendly, and use that to communicate with the target.

Creative Execution
Our idea was to invite people for a test drive where you don't just test the car, but also make it up to nature. The dealers would put seeds and seedlings in the cars trunks. Drivers would drive to an area in the city that needs more greenery, plant some trees and come back. People would not only test the cars but also help nature. Customers were invited through posters, direct mail and flyers to be a part of this new way of test driving.

Results and Effectiveness
Like any regular test drive, these helped people to know our cars. But they also became the medium for a message. One that says that Fiat cares about the planet. More people heard about this different kind of test drive and came to do it, which means more people got to know our cars, and more people were hit by our message, and saw that Fiat, with their help, can take better care of our planet.