Fiat Promo, Case study AD GAME 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 Andre Kirkelis, Raphael Lucone
Copywriter Carlos Schleder
Released October 2009

Credits & Description

Category: Best Use of Magazines
Advertiser: FIAT
Date of First Appearance: Oct 29 2009 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)
Project Manager: Renata Oliveira (Leo Burnett Brasil)
Planning Vice President: Patricia Weiss (Leo Burnett Brasil)
Planning Director: João Gabriel (Leo Burnett Brasil)
Planning Manager: Tiago Lara (Leo Burnett Brasil)
Producer: (Santa)
Media placement: Magazine - Quatro Rodas Magazine - 29 Oct 2009

Results and Effectiveness
In less than a week, over 500 thousand people played the game and were directed to the car’s hot site. Within months, the model Double Cabin Strada has already surpassed the sales of the model with an extended cabin, which was the absolute leader in its category.

Creative Execution
We created an ad with augmented reality features that turned the magazine into a joystick for an Internet game. The goal was to collect the largest amount of cargo and people in the new Double Cabin Strada Adventure.

Insights, Strategy & the Idea
Challenging people into proving that the new double cabin Strada pick-up takes more people without losing load capacity.