THE MASCHERANO CASE for Fiat

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THE MASCHERANO CASE

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Industry Cars
Media Promo & PR, Case study
Released July 2012

Credits & Description

Category: Best Use of Live Events and or Celebrity endorsement
Advertiser: FIAT
Product/Service: DIESEL MULTIJET ENGINE
Chief Creative Director: Seto Olivieri (Leo Burnett Argentina)
Chief Creative Director: Pablo Capara (Leo Burnett Argentina)
Creative Director, Copywriter: Luis Sanchez Zinny (Leo Burnett Argentina)
Creative Director, Art Director: Carmelo Maselli (Leo Burnett Argentina)
Account Director: Hernan Cuñado (Leo Burnett Argentina)
Digital Manager: Gaston Filardi (Leo Burnett Argentina)
3D Designer: Federico Gonzalez Bosque (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)
Marketing Seeding: Jaiver Frontera (Buzzom)
Director: Mariano Llinas (Argentinacine)
Executive Producer: Nano Tidone (Argentinacine)
Producer: Laura Citarella (Argentinacine)
Media placement: Campaign - Outdoor, TV, Cyber, Print, Flat Mailing - July 2009

Summary of the Campaign
The campaign was intended for the greatest possible number of people to learn that Fiat was launching a New Diesel engine. The strategy was not aimed at a very clear-cut target but rather that “everybody” got interested in the launching of a New engine. It was decided to make use of a simple, popular language, by resorting to common interest topics like football and gossiping. First the engine was launched through a traditional campaign and later we started a rumour saying that an independent journalist discovered there was a hidden plot behind the engine where the football player Javier Mascherano was involved. 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 through which a Multijet had been installed in his body. The blog received 4,600,000 visits and almost 100,000 comments. The average 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 tree weeks Fiat sold what was expected in 3 months.

The Goal
And the brief was intended for the greatest possible number of people to learn that it was about Fiat Launching a New Diesel engine, and as we all know, people get quite interested in cars, but not in engines and their technical specifications.

Results
The campaign had the same impact as a 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 tree weeks Fiat sold what it expected to sell in 3 months.

Execution
First the engine was launched through a traditional campaign and 10 days after it, we started a rumor telling 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 through which a Multijet had been installed in his body.

The Situation
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
The strategy was not aimed at a very clear-cut target but rather that “everybody” got interested in the launching of a New engine. For this it was decided to make use of a simple and popular language, by using resources such as football and gossiping, as we known they are common interest topics.