How Fiat Continues to Enrich Lives in Brazil
Leo Burnett Tailor Made in São Paulo creates three powerful promo and activation campaigns
Fiat “Safety Wi-Fi,” GPC Rating: 7.4
Fastening a seat belt can reduce the risk of death by 75%. However, Brazilian passengers rarely fasten their seat belts while riding in the back seats of cars. Recognizing this, Fiat and Leo Burnett São Paulo planned to change this behavior.
Since people on the go are always in search of free Wi-Fi, the agency created “Safety Wi-Fi” as an incentive to get passengers to fasten their seat belts. To activate the free Wi-Fi, all taxicab passengers had to do was simply buckle up.
The agency’s insightful initiative resulted in a dramatic increase in the number of people who fasten their seat belts in Fiat taxis. “Safety Wi-Fi” was a brilliant example of an idea that added value to people’s lives while still serving as a brand.
Fiat “Weather Discount,” GPC Rating: 7.3
The agency also launched “Weather Discount,” a campaign that used Brazil’s rainy season as a way to generate strong sales of the Fiat 500 Cabrio.
The agency installed rain sensors in billboards that changed the price of the car, offering potential car buyers incredible sales discounts. The price change correlated directly with amount of rainfall: “The more it rains, the bigger your discount.”
With technology on its side, the agency created highly visible outdoor ads that people paid attention to during the weather. “Weather Discount” increased Fiat sales by 43%.
Fiat “Rear View Film Festival,” GPC Rating: 7.2
To emphasize the efficiency and quality of the Fiat Fremont’s rear-view camera, Leo Burnett São Paulo held the first “Rear View Film Festival.”
The agency commissioned a series of short original films to screenwriters and directors—the catch was all footage had to be shot from the perspective of a car’s rear-view camera. The films covered a great variety of subjects: people, places, things that glorified Brazilian culture. The films also were featured in multiple places such as an online brand channel, movie theaters and a highly publicized event attended by bloggers, journalists and cultural influencers.
The agency’s integrated campaign engaged people with something they’ve never seen before. Thanks to the power of the arts and a rear view perspective, the “Rear View Film Festival” showcased Fiat as a brand in touch with the unique aspects of Brazilian culture.
About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.