Cannes Lions

DUCATO

LEO BURNETT BRASIL, Sao Paulo / FIAT GROUP / 2010

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Presentation Image
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Overview

Entries

Credits

Overview

Execution

Two of the biggest financial and business magazines in Brazil were delivered with the new Ducato and thus arrived on the newsstands 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.

Outcome

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 Multijet Economy’s sales surpassed the expectations, and so did the magazine’s sales.

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