Cannes Lions

PALIO ADVENTURE LOCKER

LEO BURNETT BRASIL, Sao Paulo / FIAT GROUP / 2009

Overview

Entries

Credits

Overview

Description

CAMPAIGN’S OBJECTIVE: To advertise the new Palio Adventure Locker, an off-road car from Fiat which has an exclusive traction system that can get the car out of potholes and ditches.HOW IT WAS DEVELOPED: The radio spot has been created focusing on the benefits the product offered, showing that it is the best option to get the car out of potholes in a road.WHY THE SOLUTION WAS ADEQUATE TO THE PRODUCT: The campaign has used humor to create a way to talk about the product in a medium that doesn’t allow the demonstration of the main feature.RESULTS: The car’s launching was a success and it became the leader in sales in its segment.

Similar Campaigns

12 items

REAL GAME OF LIFE

TBWA\HAKUHODO INC., Tokyo

REAL GAME OF LIFE

2022, NISSAN

(opens in a new tab)