Fiat Promo, Case study GLASS by Leo Burnett Tailor Made Sao Paulo

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Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Alexandre Rato Pagano
Copywriter Alexandre Scaff, Michel Zveibil
Released April 2010

Credits & Description

Category: Best Use of Sponsorship
Advertiser: FIAT
Product/Service: LINEA
Date of First Appearance: Apr 25 2010 12:00AM
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)
Art Director: Alexandre Pagano (Leo Burnett Brasil)
Copywriter: Alexandre Scaff (Leo Burnett Brasil)
Copywriter: Michel Zveibil (Leo Burnett Brasil)
RTV Producer: Celso Groba (Leo Burnett Brasil)
Accounting Executive: Daniela Ferreira (Leo Burnett Brasil)
Accounting Director: Cintia Mourão (Leo Burnett Brasil)
Accounting Supervisor: Danilo Ken (Leo Burnett Brasil)
Media Director: Daniela Franco (Leo Burnett Brasil)
Media Supervisor: Fábio Moraes (Leo Burnett Brasil)
Media placement: Mtv - Tv Sponsorchip - 25 April 2010

Results and Effectiveness
The action reflected instantly on social media. But the most important was finding a new communication channel, interactive and interesting to this important target.

Creative Execution
Fiat sponsors several TV shows aimed at youngsters. But instead of placing our logo, we interfered directly in the show. We chose a programme like 'Whose line is it anyway?' and waited for the perfect time to demonstrate Fiat's soundproofing system.

Insights, Strategy & the Idea
Fiat wanted to approach to younger audiences, mostly users of gadgets and technology. We decided to explain a few items of our cars. But how to be relevant to people so used to seeing new stuff?