Pedro Utzeri
Group Creative Director at Leo Burnett Tailor Made, São Paulo
São Paulo, Brasile
TitoloIL FUTURO È BELISSIMO
Agenzia
Campagna Release The Lighting
Cliente Fiat Chrysler Automobiles
Marca FIAT 500e
Data di Prima Diffusione/Publicazione 2021 / 9
Settore Compact & Small Cars
Filosofia - The first video is available on the brand's social networks, and shows the backstage of this electrifying launch. - The campaign created by Leo Burnett Tailor Made and implemented by Score promoted a livecast to show the launch of Fiat's first electric car in the country. - Influencers Manual do Mundo, Pedro Loos, and Victor Oliveira produced and promoted content on their channels specifically for the occasion. The Fiat 500 is an icon in the global automotive industry, a rare jewel in the brand's portfolio that has been renovated in its design, technology, and connectivity, as well as in its intelligent mobility features. The third generation of the compact car is fully electric, and deserved an extraordinary launch event. So Fiat innovated once again, and created real lightning for the launch of its first electric car in Brazil. The entire action was livestreamed on the brand's YouTube channel and on the Fiat 500 website last Tuesday night (Aug. 3). The campaign is still on, and Fiat is now launching two additional videos about the electric car. The first new video has just been posted on the brand's social networks and shows all the behind-the-scenes of the first film: from lifting the car to the top of building to the climactic moment of capturing the lighting from many different angles. A coil was specially built for the event, and installed high atop the Ilha Fiscal building in Rio de Janeiro, so it could release a 3-million-volt lighting bolt that would set in motion the launch of the new Fiat 500 electric. At the moment the coil released the great spark, a mapped projection took over the entire façade of the building, in real time, turning it into an enormous OOH outlet for Fiat. The historic moment was planned in minute detail, including the choice of the Ilha Fiscal building as backdrop for the big event: this was the venue for the last gala ball of the monarchy, an occasion that pioneered the use of electric power in Brazil. In order to engage the public with this electrifying launch, Fiat invested in a comprehensive communications ecosystem. With #ReleaseTheLightning, a 100% digital campaign created by Leo Burnett Tailor Made and implemented by Score, a Brandtech Network B&Partners.co company, the brand invited the general public – and a few influencers – to take part in the initiative. FIAT 500 electric The Fiat 500 electric offers connectivity and high technology with the soul of the brand's ever iconic hatchback. The emblematic model has unique style and design. The new version is much more connected, and comes standard with a robust driver-assist system and a new 10.25" multimedia center in wide format, in addition to connected services and other features and innovations. The 500 electric has a range of 320 km (200 mi), which is excellent for a car in its class and easily surpasses the 30 km (19 mi) average for daily trips. Tests conducted at the Fiat Automotive Center in Betim, MG, indicated that the car can reach a range of 460 km (286 mi) when driven in ideal conditions. For comparison, an internal combustion engine car would need to do better than 62 km/l (145 mpg) to achieve a similar range.
Tipo di Media Interattivo
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