Fiat Promo MEMORY LANE by Leo Burnett Iberia Madrid

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MEMORY LANE

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Industry Cars
Media Promo & PR
Market Portugal
Agency Leo Burnett Iberia Madrid
Creative Director Renato Lopes
Art Director Luciana Cani
Copywriter Erick Rosa, Fernando Duarte
Account Supervisor Rudolfo Gonsalves
Released April 2011

Credits & Description

Category: Cars & Automotive Services
Advertiser: LEO BURNETT IBERIA / FIAT DEALERSHIP
Product/Service: MEMORY LANE
Agency: LEO BURNETT IBERIA
Date of First Appearance: Apr 30 2011
Entrant Company: LEO BURNETT IBERIA, Lisbon, PORTUGAL
Entry URL: http://www.ourawardsite.com/2011/fiat/memory-lane/promo-b06
Chief Creative Officer: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Erick Rosa, Renato Lopes (Leo Burnett Iberia)
Copywriter: Erick Rosa (Leo Burnett Iberia)
Art Director: Luciana Cani (Leo Burnett Iberia)
Account Director: Tiago Reis (Leo Burnett Iberia)
Account Supervisor: Rudolfo Gonsalves (Leo Burnett Iberia)
Graphic Production: António Junior (Leo Burnett Iberia)
Agency Production Director: Cristina Almeida (Leo Burnett Iberia)
A/V Editor: Hugo Lage (Leo Burnett Iberia)
Images: (Corbis)
Cameraman: Ricardo Costa (Mastershot)
Audio Production: (Dizplay and Pix Mix)
Voices Over: Murray Tood, Adelaide de Sousa, António Cerdeira and Laís de Almeida
Creative Advisor: Tura (Leo Burnett Iberia)
Media placement: Promotional Items On Dealership - Dealership - 30/04/2011

Describe the objective of the promotion.
In a time when competition is harder than ever, and consumers have a tight budget, we needed to create an idea that would not only add value to an used car, but change the perception of the consumer as it relates to buying a car. Specially one that is used.

Describe how the promotion developed from concept to implementation.
We asked former owners to tell memorable stories that were lived in the used car that was put up for sale. These stories were then recorded in studio.
So, when a customer would step inside the used car at the dealer, he or she would have the option of hearing the former owner's story via an USB or an audio CD, depending on the vehicle. And grasp the potential of the car and understand that the car itself not only had lived memorable stories but was there waiting to add new chapters to its "life".

Explain why the method of promotion was most relevant to the product or service.
You can trust your dealer. The numbers and everything else that is technical. But at a time when it's become increasingly hard to purchase something with a higher price tag, this idea helped consumer connect with a vehicle with something much more subjective and sentimental. The very idea that a car, despite its price, and Kilometers registered, has the potential of becoming a great part of your life.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Consumers found with it a reason to know the car better inside in detail and at thesa same time, met cars with stories to tell and more importantly: eager to leave the lot to add new chapter to their lives.

The dealer itself loved the idea. For it gave him an added incentive to attract visitors. It also helped him create an atmosphere of exclusivity at his dealer. For his was the only one in the area that had used cars with stories to tell.