Finding the right radio stations was a big part of the campaign, since it would prove the toughness we wanted to find. Then, we produced songs that would sound like the actual rhythms (including exclusive lyrics) and made them part of the common schedule of the radios.

Thousands of people could listen to the spots and experience the Fiat Strada toughness in a different way, just like we wanted.

30,797 people impacted by the entire campaign.

Maintenance of Strada as the leader of its market segment: 52.2% of sells.