Cannes Lions

PALIO ADVENTURE

LEO BURNETT, Sao Paulo / FIAT GROUP / 2004

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Overview

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Overview

Description

Reach these consumers at the most appropriate moment, by means of an innovative and impactful manner.

In order to achieve this, we developed an partnership between Fiat and a chain of delivery Chinese food. Through of this agreement, Fiat used the famous fortune cookies that come with people’s orders to spread an advertising message. Therefore, the consumers were surprised by the following message: "Go to places where delivery service can’t reach. New Palio Adventure." This was an innovative solution that resulted in using fortune cookies as a media vehicle for the very first time.

Outcome

Integrated with the brand’s other communication efforts, this alternative media served to help Fiat achieve the mark of 5,000 test-drives in São Paulo only during the week of the launch of the New Palio Adventure. This result exceeded the company’s expectations by 35%.

Moreover, we received 53 e-mails via Fiat’s web site, in which consumers described how surprised they were and complemented the innovation of the advertising piece and clever media utilization.

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