Challenge: Fiat has been an official sponsor of the Big Brother Brasil reality show for the last 13 years. This TV program enjoys one of Brazil's five largest audience ratings and runs advertiser-sponsored tests that decide the fates of participants in the show. In recent years, however, interest in the tests has been declining.
Solution: Create a unique test on TV capable of showing the Fiat Adventure line in action in an innovative setting and so regain audience.
Mission: Retrieve a capsule launched into space
How: Using a Fiat Adventure car + GPS
Prize: 1 Fiat Adventure
Results: During 6 minutes, 29% of Brazilian homes (18 million viewers) followed the Fiat Adventure line in action in a first-time-ever space race on TV, replete with spectacular images of the stratosphere and high adrenaline here on the ground.
Results: During 6 minutes, 29% of Brazilian homes (18 million viewers) followed the Fiat Adventure line in action in a first-time-ever space race on TV, with spectacular images of the stratosphere and high adrenaline here on the ground.
Advertising Agency: The Marketing Store, São Paulo, Brazil
Creative Director: Rodrigo Allgayer / Art Director: Levy Mota / Copywriter: Paulo Vasconcellos / Illustrator: Levy Mota / Photographer: Casa de Video / Additional credits: Albano Neto, Roberto Sandrin, Michelle Dias, Dianna Fogaça, Renato Pereira, Sergio Watanabe
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