Fiat Promo, Case study TECHNOLOGY TEST by AgenciaClick Isobar Sao Paulo, Isobar Sao Paulo

Adsarchive » Promo , Case study » Fiat » TECHNOLOGY TEST


Pin to Collection
Add a note
Industry Cars
Media Promo & PR, Case study
Market Brazil
Agency AgenciaClick Isobar Sao Paulo
Executive Creative Director Juliana Constantino
Creative Director Diego Araujo
Art Director Rodrigo Zanchini, Diogo Valim
Agency Isobar Sao Paulo
Copywriter Eduardo Battiston
Released March 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: FIAT
Product/Service: LINEA
Date of First Appearance: Mar 18 2010 12:00AM
Entry URL:
Chief Creative Officer: Raphael Vasconcellos (AgênciaClick)
Executive Creative Director: Juliana Constantino (AgênciaClick)
Creative Director: Eduardo Battiston (AgênciaClick)
Creative Director: Diego Araújo (AgênciaClick)
Art Director: Diogo Valim (AgênciaClick)
Art Director: Rodrigo Zanchini (AgênciaClick)
Copywriter: Eduardo Battiston (AgênciaClick)
UX Designer: Fabrício Teixeira (AgênciaClick)
Art Assistant: Alexandre Claudino (AgênciaClick)
Art Assistant: Karen Sampaio (AgênciaClick)
Motion Designer: Diogo Valim (AgênciaClick)
Agency Producer: Pamela Cardoso (AgênciaClick)
Agency Producer: Andreia Cequete (AgênciaClick)
Media Director: Rose Campiani (AgênciaClick)
Media Planner: Gui Horácio (AgênciaClick)
Media Planner: Yuri Teixeira (AgênciaClick)
Media Planner: Stella Lopes (AgênciaClick)
Account Director: Cláudio Souza (AgênciaClick)
Account Manager: Ernane Melo (AgênciaClick)
Project Manager: Maira Zaclis (AgênciaClick)
Media placement: TV - Big Brother Brazil 10, Globo TV - 18/3/2010

Results and Effectiveness
The highest audience test in all editions of the programme: 36.5 million people. And exactly 7,347,575 interactions on the Internet.

Creative Execution
Consumers could interact live with the TV show via a website and chose the intensity of the test. Two cars were placed in separate rooms that were set up as automotive test laboratories. We divided the BBB participants in two groups: one in each test environment. The cars and the participants faced 4 types of challenges, highlighting four different features of the car: Twilight Sensor (luminosity), Rain Sensor (rain) and Air Conditioning (temperature) and Aerodynamics (wind).

Insights, Strategy & the Idea
The Fiat Linea technology was put to the test live at the reality show "Big Brother Brazil". The participants of the reality show were the crash test dummies. The Internet users were the cruel controllers of this test, in 13 hours of live interaction.