FARTHER by Leo Burnett Tailor Made Sao Paulo for Fiat

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FARTHER

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Andre Kirkelis, Raphael Lucone
Copywriter Carlos Schleder
Released April 2010

Credits & Description

Category: Best Use of Television
Advertiser: FIAT
Product/Service: MILLE ECONOMY
Agency: LEO BURNETT BRASIL
Date of First Appearance: Apr 14 2010 12:00AM
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)
Art Director: André Kirkelis (Leo Burnett Brasil)
Art Director: Raphael Lucone (Leo Burnett Brasil)
Copywriter: Carlos Schleder (Leo Burnett Brasil)
Accounting Director: Cintia Mourão (Leo Burnett Brasil)
Accounting Executive: Daniela Ferreira (Leo Burnett Brasil)
Media Director: Daniela Franco (Leo Burnett Brasil)
Media placement: Tv campaign - 6 spots - Sporttv - 14/04/2010

Results and Effectiveness
With a small budget, we managed to demonstrate that the Mille Economy spends less and goes farther not only on the streets but also in TV programming. Sales of the model rose 17.5% on the weekends when the ad was aired.

Creative Execution
We split a regular 30” TV ad into 6 mini 5” ads each and aired them in a roll, combined with other ads in the break. With this, we managed to occupy an entire range of programming with only one 30” ad. This has increased the efficiency of the message and also the profitability of Fiat’s budget.

Insights, Strategy & the Idea
To communicate with a very small budget, that the Mille Economy had been elected the most economical car in the Brazilian market and also boost sales of a model considered by many consumers as outdated.