THE MASCHERANO CASE by Leo Burnett Buenos Aires for Fiat

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THE MASCHERANO CASE

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Industry Cars
Media Promo & PR, Case study
Market Argentina
Agency Leo Burnett Buenos Aires
Director Mariano Llinas
Art Director Carmelo Maselli
Copywriter Luis Sanchez-Zinny
Digital Creative Director Max Soria
Released July 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: FIAT
Product/Service: DIESEL MULTIJET ENGINE
Agency: LEO BURNETT ARGENTINA
Date of First Appearance: Jul 27 2009 12:00AM
Entrant Company: LEO BURNETT ARGENTINA, Buenos Aires, ARGENTINA
Entry URL: http://www.mascheranocase.com
Chief Creative Officer: Pablo Capara (Leo Burnett Argentina)
Chief Creative Officer: Seto Olivieri (Leo Burnett Argentina)
Creative Director: Luis Sanchez Zinny (Leo Burnett Argentina)
Creative Director: Carmelo Maselli (Leo Burnett Argentina)
Copywriter: Luis Sanchez Zinny (Leo Burnett Argentina)
Art Director: Carmelo Maselli (Leo Burnett Argentina)
Account Director: Hernan Cuñado (Leo Burnett Argentina)
3D Designer: Federico Gonzalez Bosque (Leo Burnett Argentina)
Digital Manager: Gaston Filardi (Leo Burnett Argentina)
Digital Creative Director: Max Soria (Leo Burnett Argentina)
Web Designer: Alejandra Bravo (Leo Burnett Argentina)
Agency Producer: Federico Puricelli (Leo Burnett Argentina)
Agency Producer: Francisco Tanto (Leo Burnett Argentina)
Director: Mariano Llinas (ArgentinaCine)
Executive Producer: Nano Tidone (ArgentinaCine)
Marketing Seeding: Javier Frontera (Buzzom)
Media placement: Campaign - Outdoor, Tv, Cyber, Print, Flat Mailing - July 2009

Results and Effectiveness
The campaign had the same impact as real gossip and some people even believed the rumour was true. Every time the media talked about Mascherano, visits to the journalist's blog increased five- fold. The blog received 4,600,000 visits and almost 100,000 comments. The average of permanence period on the page was five times the Internet media (18 minutes). And on Facebook the journalist added 4,700 friends before the social network deactivated the profile. During the first three weeks Fiat sold what it expected to sell in 3 months.

Creative Execution
The engine was launched through a traditional campaign and 10 days after, we started a rumour using all available channels (TV, Radio, Outdoor, Mailing, leaflets, etc) saying that an independent journalist discovered that there was a hidden plot behind the engine where the football player Javier Mascherano was involved. For this end, we created a journalist and prepared his blog. The video of the investigation was uploaded there, which claimed that the captain of the national Argentine team was the result of an alleged test run by Fiat in which a Multijet had been installed in his body.

Insights, Strategy & the Idea
Fiat was returning to the diesel engines market with a piece equipped with the best technology. And the brief was intended for the greatest possible number of people to learn about that. The strategy was not aimed at a very clear-cut target but rather getting “everybody” interested in the launch of a new engine. For this it was decided to make use a captain of national football team in a football-loving country.