Cannes Lions

FIAT FREEMONT

LEO BURNETT BRUSSELS, Brussels / FIAT GROUP / 2012

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Overview

Entries

Credits

Overview

Execution

Rather than a traditional paid media campaign (expensive for a niche brand + impossible to win the media spending battle against the big German and French car brands) we made a bold move to earn media attention, branded content, conversation value. Two 8 year-olds became the first Belgian automotive journalists to review the Fiat Freemont and they wrote and published their article on one of Belgium's largest automotive media. Just like any other car review by a professional journalist. We could address and convince the target audience of family dads looking for a family car by some arguments none of them could ignore: how kids loved the Fiat Freemont and how they thought this was finally a car that respected their needs. Like Lego block storage. All Fiat had to do next was buy a small banner on the review site and invite people to the launch weekend at Fiat dealerships.

Outcome

The kids review was published online on the largest automotive magazine (10,000 unique visitors per day). This way, the campaign generated free media coverage worth €16,882 per week. After one month, we totalled €84,410 worth of free media. On an initial production budget of €5,000 to produce the boys car review. This generated a large number of visitors during the launch weekend. Compared to its predecessor, Fiat Freemont sales increased with +20% (a total of 684 cars sold in Belgium).

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