CHEAPER MAGAZINE by Leo Burnett Tailor Made Sao Paulo for Fiat

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CHEAPER MAGAZINE

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Industry Cars
Media Promo & PR
Market Brazil
Agency Leo Burnett Tailor Made Sao Paulo
Art Director Alessandro Bernardo
Copywriter Joao Caetano
Released October 2009

Credits & Description

Category: Best Use of Print or Standard Outdoor in a Promotional Campaign
Advertiser: FIAT
Product/Service: DUCATO MAGAZINE
Agency: LEO BURNETT BRASIL
Date of First Appearance: Oct 2 2009 12:00AM
Entrant Company: LEO BURNETT BRASIL, São Paulo, BRAZIL
Creative Vice President: Ruy Lindenberg (Leo Burnett Brasil)
Art Director: Alessandro Bernardo (Leo Burnett Brasil)
Copywriter: João Caetano Brasil (Leo Burnett Brasil)
Accounting Director: Cintia Mourão (Leo Burnett Brasil)
Accounting Supervisor: Danilo Ken (Leo Burnett Brasil)
Accounting Executive: Daniela Ferreira (Leo Burnett Brasil)
Media Director: Daniela Franco (Leo Burnett Brasil)
Media Vice President: Alessandro Visconte (Leo Burnett Brasil)
Media placement: Magazine - Isto é Dinheiro - 07 Oct 2009
Media placement: Magazine - Pequenas Empresas Grandes Negócios - Oct 2009

Describe the objective of the promotion.
Fiat Ducato disputes a segment in which the buying driver is purely rational. The difference in its new version is the Multijet Economy engine: 10% more economic than the previous model. The audience was exclusively business to business. The objective was to show the benefit of the new model and increase the sales.

Describe how the promotion developed from concept to implementation
Two of the biggest financial and business magazines in Brazil were delivered with the new Ducato and, thus arrived on the news-stands with a cover price of R$ 1 cheaper. Savings of over 10%. Uniformed employees delivered the magazines and a kit with Point of Purchase materials for the newsstands, advertising the action for them and for their clients. Over 100 thousand magazines were delivered with lowered prices. A seal on the magazine’s cover indicated the discount and led the reader to the ad’s page.

Describe the success of the promotion with both client and consumer including some quantifiable results
Approximately 1,5 million people were impacted by this message. Action cost: 1 simple page + R$1 per issue in each magazine. (Less than 1 spread page)The publisher itself advertised in trade publications telling of the action, which generated free media for the Ducato. The action got spontaneous repercussions on the Internet on news websites, personal blogs and Twitter. Ducato Mulijet Economy’s sales surpassed the expectations. And so did the magazine’s sales.

Explain why the method of promotion was most relevant to the product or service
Instead of saying the new Ducato is more economic we chose to let people experience this economy.