We wanted to be simple and surprising. With very hot weather, sun-protector is very useful in Brazil. We distributed five thousand for free for clients who visited a Fiat dealer. Suddenly, we had lots of mini-outdoors through the city and all of them showing a simple message in a funny way: if you don’t have a Blue & Me Nav, you will have to deal with those large and tricky maps.

More than 5 thousand sun-protectors were distributed. Another 800 clients requested a sample. People took pictures in the street and spontaneous media was generated, helping to increase sales. Fiat Linea reached 10.000 number of cars sold in 10 days.