Fiat: ADVENTURE SPACE RALLY

Credits & Description:

Advertiser: FIAT
Agency: AGÊNCIACLICK ISOBAR, THE MARKETING STORE, LEO BURNETT TAILOR MADE
Category: Best Use of Branded Content & Sponsorship
Head Planner: Albano Neto (The Marketing Store)
President: Marco Antonio Salotto (The Marketing Store)
Engineer: Sergio Watanabe (The Marketing Store)
Account Manager: Michelle Dias (The Marketing Store)
Plannner: Roberto Sandrin (The Marketing Store)
Events Director: Dianna Fogaça (The Marketing Store)
Consultant: Erlana Castro (Consultant)
CEO: Genival Britto Jr. (The Marketing Store)
Operational VP: Lucas Elias (The Marketing Store)
Copywriter: Paulo Vasconcellos (The Marketing Store)
Creative Director: Jose Allgayer (The Marketing Store)
Art Director: Levy Mota Hosoume (The Marketing Store)
Engineer: Renato Pereira (The Marketing Store)

Execution
On February 15 2013, six competitors from the most watched house in Brazil were released from confinement to take part in an unprecedented race. From a helium gas meteorological balloon a miniature Fiat Adventure was launched into space. The mission: recover the capsule using a GPS monitoring system and a Fiat Adventure car. The first team to recover the capsule with the miniature would win the race. And the chance to win a real Fiat Adventure.It was in this way that we created the first space rally, a first-time-ever test on TV in a program with one of the country’s largest audiences, creating content extremely appealing to the public and relevant for the product.

Effectiveness
The result was a breathtaking race on the ground, with spectacular images of the stratosphere. During 6 minutes the Fiat Adventure was seen in action by 18 million viewers, 29% of all domestic TVs, in an unprecedented space rally…where anything could happen. The competition was one of the hottest topics among Big Brother participants, thus getting even more exposure on the program. The program’s directors and the specialized media considered the test to be the most exciting in all the 13 years of Big Brother Brasil. And some models of the Fiat Adventure line now have waiting lists.

Strategy
In recent years, filming objects in space has become a fascinating activity that has aroused the curiosity of people around the world with stunning images of the stratosphere. What few know is that the real adventure occurs on the ground. Recovering a capsule isn’t easy and success in the endeavor requires a gutsy car. This is why, in order to promote the Fiat Adventure, a line of cars specially developed for adventurous driving, we decided to create a rally where no car had ever been before, the Fiat Adventure Space Rally, and hold it where everybody would be watching: on Big Brother Brasil 13, one of the five programs with the highest audience ratings on Brazilian TV, a reality show that awards millions in prizes and holds advertiser-sponsored tests that decide the fates of participants.