The Mille is the cheapest car in Brazil. Fiat has been adding luxury items (called optional items) to the model in recent years. It was necessary to advertise them (air conditioning, power steering, electric windows, etc.) to trendsetters: specialised reporters and bloggers who are interested in Fiat automobiles. Thus, this type of special group could direct consumers’ purchases to the most expensive cars of that popular series.

This type of public is constantly besieged. They are usually overloaded with advertisements about the most diverse car models. A simple piece of mailing introducing a well-known car such as the Mille would not have attracted any attention. We needed to be bold. We sent a Mille-shaped ice-cube mold to trendsetters. A cool gift that reminds you immediately about the advantage of having the air conditioning system already included at the factory. The molds were delivered with ice - which demanded special logistics to distribute this material.

Material and remittances about innovations and the operation were published. Many reporters called to thank us and said they would pay more attention to innovations in the well thought-out Mille model.