To demonstrate the physical effects of alcohol on drivers, we needed to have a presence where this is most evident. That is, in bars and restaurants. In order to produce the triple keys in bulk, we got in touch with the company that develops all the keys for Fiat and had 1,500 keys produced that were distributed, by promoters, around bars and restaurants in strategic locations in the city (Paulista, Faria Lima and Berrini Avenues), where executives are used to having their happy hours.

Fiat earned greater respect and approval for its concern with the well-being and safety of its clients, and the clients ended up carrying out word-of-mouth advertising about the marketing action amongst their family and coworkers.The action led to several calls being made to the CSD (Client Services Department), praising the initiative and the upbeat spirit of the action.

The action was also commented on in blogs and on websites, generating spontaneous media for the brand.