Cannes Lions

The Most Meaningful Car Launch

PEOPLE COMMUNICATION, Istanbul / FIAT GROUP / 2016

Presentation Image
Presentation Image
Demo Film

Overview

Entries

Credits

Overview

Description

Football is never just football, especially in Bursa. Because Bursaspor have become a symbol of resilience and hard work via breaking the hegemony of every season title challangers by becoming the only champion outside of top 4 in Turkey. So in order to honor both the hard workers of Fiat Egea and Bursaspor fans, we designed a campaign which celebrated the creation of its’ proudest product where the fans hold more meaningful: the stadium itself!

Execution

We created FIAT EGEA choreography which was displayed by FIAT workers and fans in the stadium at one of the most important games of the year for Bursaspor against Besiktas Istanbul just after 2 days from launch, 8.11.2015.

Outcome

As soon as the choreography starts, the broadcasting channel Lig TV aired the choreography as well as many main newscasts aired this proud celebration moment. Major sports programmes aired the choreography throughout the week followed by digital buzz, newspapers and radio talkshows. The celebration moment received 1,1 million USD worth of free media coverage. Most important of all, Egea, Bursa's source of pride, is celebrated by the people who manufactured it, in one of the most meaningful places for its’ people and fans, in a successful way that is highly acclaimed throughout Turkey.

Similar Campaigns

12 items

NARIN OTOMOTIV - USED CARS' STORIES

Y&R ISTANBUL, Istanbul

NARIN OTOMOTIV - USED CARS' STORIES

2016, NARIN OTOMOTIV

(opens in a new tab)