Fiat: SAFETY WI-FI

Credits & Description:

Advertiser: FIAT
Agency: LEO BURNETT TAILOR MADE
Geo: Brazil
Account Team: Denise Millan, Cíntia Mourão, Eduardo Crepaldi, Caio Perez(Leo Burnett Tailor Made)
Creative Director: Eduardo Battiston(Isobar Brasil)
PR Team: Fernanda Lopes, Aline Cerri(Leo Burnett Tailor Made)
Planning Team: Marcello Magalhães, Tiago Lara, Rafael Camilo, Marco Farah(Leo Burnett Tailor Made)
Chief Creative Officer: Marcelo Reis(Leo Burnett Tailor Made)
Executive Creative Director: Marcelo Reis(Leo Burnett Tailor Made)
Creative Director: Marcio Juniot(Leo Burnett Tailor Made)
Creative Director: Pedro Utzeri(Leo Burnett Tailor Made)
Art Director: Vitor Menezes(Leo Burnett Tailor Made)
Graphic Producers: Zezinho Lima, Rodrigo Lima, Ricardo Sotelo, Rosilene Ribeiro(Leo Burnett Tailor Made)
Copywriter: Alexandre Freire(Isobar Brasil)
Motion Designer: Christian Balzano(Leo Burnett Tailor Made)
Media Team: Fernando Salles, Daniela Franco, Paulo Pereira, Fernando Bombonatti, Nathalia Si(Leo Burnett Tailor Made)
Chief Creative Officer: Fred Saldanha(Isobar Brasil)
PR Team: Juliana Lopes, Rafael Palmeiras(Espalhe)
Art Director: Maicon Pinheiro(Isobar Brasil)
Creative Director: Marcelo Bruzzesi(Leo Burnett Tailor Made)
Edition: Paulo Staliano(Leo Burnett Tailor Made)
Copywriter: Pedro Furtado(Leo Burnett Tailor Made)
Audio Production: Wilson Simoninha, Jair Oliveira, Rodrigo Monteiro, Pedro Caldas, Dionisio Dazul,(S de Samba)
We developed and installed a special device on Fiat taxicabs that gave free Wi-Fi to the passengers if they buckled up their seat belts. The communication targeted directly the backseat passengers of taxicabs generating an immediate response: they buckled up.
This simple idea managed to radically transform people’s behavior: 4,500 backseat passengers were directly impacted and 100% of them spontaneously buckled up their seatbelts. The idea also spread through the press, impacting more than half a million people.