We've split a 30 sec ad into 6 mini-movies of 5 sec each and alternated with other ads in the TV programming to fill up break from start to finish.In this way, we were able to make the audience understand how much a FIAT mille Economy consumes less and consenquently goes father.

We split a regular 30” TV ad into 6 mini 5” ads each and aired them in a roll, combined with other ads in the break. With this, we managed to occupy an entire range of programming with only one 30” ad. This has increased the efficiency of the message and also the profitability of Fiat’s budget.

With a small budget, we managed to demonstrate that the Mille Economy spends less and goes farther not only on the streets but also in TV programming. Sales of the model rose 17.5% on the weekends when the ad was aired.