Unconventional advertising is made of opportunities. During Pope Francis’ visit to Brazil, Fiat offered him one of its models. Would he accept a simpler car instead of his official popemobiles? This big idea increases the sales across Brazil and generates worldwide media coverage at no cost. MY ROLE: Executive Creative Direction, Creative Direction, Creative Strategy, Creative Planning, Content Strategy, Creative Copywriting. Agency: Pereira O'Dell. Category: PR, Social.
STRATEGY OVERVIEW
This was a strategy built to seize an opportunity. It was widely known that Pope Francis had a much stronger social platform on his agenda. In a country with extreme social unbalance, offering the Pope a more popular model to replace his "Pope Mobile" seemed the logical way to go. It was a very small window of opportunity and, after he accepted the offer, it was necessary to capitalize on it. After he finally rode the Fiat Idea we quickly posted on Facebook "Good Idea, Francis", and the Pope’s choice ad made Fiat appear on the main national and international news channels. The goal was to capitalize on the Pope's choice of car model, increasing brand value to a very popular car model in Brazil.
STRATEGY OVERVIEW
This was a strategy built to seize an opportunity. It was widely known that Pope Francis had a much stronger social platform on his agenda. In a country with extreme social unbalance, offering the Pope a more popular model to replace his "Pope Mobile" seemed the logical way to go. It was a very small window of opportunity and, after he accepted the offer, it was necessary to capitalize on it. After he finally rode the Fiat Idea we quickly posted on Facebook "Good Idea, Francis", and the Pope’s choice ad made Fiat appear on the main national and international news channels. The goal was to capitalize on the Pope's choice of car model, increasing brand value to a very popular car model in Brazil.
MAIN RESULTS
Many positive comments saying that Fiat covers all segments, from the most sophisticated to the most popular ones. National news: main TV channels, like Globo, Record, SBT, and Bandeirantes, showed our brand for more than 120 minutes. The news also featured in the main Brazilian TV shows. International news: A CNN story about Pope Francis choice of car and the Facebook ad. Also, stories all around the world, on the most important vehicles: The New York Times, El País, The Wall Street Journal, BBC, The Guardian, Clarín, Reuters, among many others. Increase in sales across Brazil.
Many positive comments saying that Fiat covers all segments, from the most sophisticated to the most popular ones. National news: main TV channels, like Globo, Record, SBT, and Bandeirantes, showed our brand for more than 120 minutes. The news also featured in the main Brazilian TV shows. International news: A CNN story about Pope Francis choice of car and the Facebook ad. Also, stories all around the world, on the most important vehicles: The New York Times, El País, The Wall Street Journal, BBC, The Guardian, Clarín, Reuters, among many others. Increase in sales across Brazil.