An exclusive series of 2,000 ads to a VIP mailing list of the two most important magazines in the country. Each ad had a real handwritten autograph by Fittipaldi plus a greeting with the name of each reader.

It also included an exclusive code that allowed the reader watch a video of the exact moment Fittipaldi signed his magazine. And for his surprise, he greets the reader by the name on each video too.

Car lovers, Luxury car buyers, a very selective audience that understands, reads a lot about cars.The new Chevrolet Omega Fittipaldi is a car tuned and signed by a racing legend: Emerson Fittipaldi, 2x Formula1 Champion, 2x Indy 500 winner and Formula Indy Champion.With a car so exclusive, we had to create something unique and remarkable, that stands out of the other ads and literature about cars, something more relevant for the audience than any other car’s communication.

100% of the Omega Fittipaldi special series sold in the first week of sales.92% of the readers watched their videos.71% downloaded them and shared in the social networks.• If you have any confidential information that cannot be viewed by the general public, please write it here.
This information will be reserved for the Cannes Lions juries only and will not be published anywhere.

Not only the car was personally supervised and signed by one of the most important pilots of all times, but its campaign too.

Unlike many other direct mail or ads, this is an advertising piece that every car lover would love to receive, keep and show to his family and friends. (Actually, some readers even became angry because they didn’t get an signed ad.) The advertising became a collector’s item+ It’s a direct mailing driven piece of a cross media action that also includes print and video/digital that generated a historical record of traffic to the brand’s website.