Fiat: THE ITALIAN WOMAN

Credits & Description:

Category: Automotive and Transport

Advertiser: TECNICA INDUSTRIAL

Product/Service: FIAT

Agency: YOUNGNETWORK

Creative Director: Luís Marinho Falcão (Youngnetwork)

Communication Consultant: Elsie Issa (Youngnetwork)

Communication Consultant: Diana Laranjeira (Youngnetwork)

Media placement: Press - LUSA - 05-04-2011

Media placement: Press - Visão - 26-05-2011

Media placement: Press - Canal Moz - 08-07-2011



Summary of the Campaign

Técnica Industrial company, representing Fiat Group in Mozambique, chose the agency to launch its first automotive stand in Maputo. The big challenge was to create an immediate emotional connection between Fiat and the Mozambicans, using a low-budget advertisement investment.

The agency invited the largest Mozambican artist to make his canvas at the Fiat 500. The work, named 'A Italiana' (The Italian Woman), was presented at the opening event of the automotive stand, and subsequently it was auctioned, benefiting a social cause of great impact in Mozambique: the Malangatana Foundation.

Under this initiative, several press releases were disclosed and many interviews promoted, not only to representatives of Técnica Industrial but also the Foundation itself. Several press meetings were organized, with the inauguration of the stand and the completion of the auction being the most relevant. The making of 'A Italiana' ran the world, mainly on the Internet. Overall more than 1,000 news articles (80% with images) were released to the written press and many reports were broadcast on television during primetime, on channels such as RTP, RTP África, and TVI. The theme has surpassed 30,000 results on Google. By a sad coincidence 'A Italiana' would become the last work of master Malangatana who died during the campaign.



The Situation

Launch first Fiat dealership in Maputo. The big challenge was to create an immediate emotional connection between Fiat and the Mozambicans, using a low-budget advertisement investment.



The Goal

Goal:

Create an emotional link between Fiat and Mozambicans.



Target:

- Predominantly middle-aged male entrepeneurs, who are art- and/or car-collectors with a social conscience and an open mind (like Richard Branson), ideally with some connection to Mozambique and Africa (like Leonardo DiCaprio);

- Top managers of the biggest Mozambican Journalists linked with art and culture;

- Top Politicians in Mozambique and VIPs in Portugal and the rest of the world with links to Malangatana and/or Mozambique (like Marcelo Rebelo de Sousa).



The Strategy

The agency invited the largest Mozambican artist to make his canvas at the Fiat 500. The work, named 'A Italiana' (The Italian Woman) was presented at the opening event of the automotive stand and subsequently it was auctioned, benefiting a social cause of great impact in Mozambique – the Malangatana Foundation. Get the press connected with every key moment (during the making of the painting, at the stand inauguration and at the auction).



Execution

- Campaign is prepared;

- Malangatana is invited (October, 2010);

- Malangatana paints the car, and a film is made reporting the work evolution and several public figure are taken to the warehouse where Malangatana was working in the car to greet him (November to December, 2010);

- Campaign presented to the public;

- Fiat Dealership Inauguration and disclosure of the painting (April, 2011);

- 'Making of' launch (April, 2011);

- Auction launch (May 2011);

- Auction conclusion (June 2011).



The campaign ran according to the original plan, except for the fact that the artist died in January 2011.



Research: Focus Groups, and market analysis.



Documented Results

- Overall, more than 1,000 news articles (80% with images) were released in the written press and many reports were broadcast on television during primetime, on channels such as RTP, RTP África, and TVI;

- An amazing and unique work of art benefited a social cause of great impact in Mozambique: the Malangatana Foundation. It is a piece that takes art and education to the children of Matalana, Malangatana home village, where youths still have to travel 100 miles a day if they want to proceed with their studies beyond 4th grade.

- 30,000 Google subject search results.