Extraordinary media for Fiat Bravo

DESCRIPTION

Fiat’s new Bravo needed to convince Turkish consumers that it was “out of the ordinary”.
The media solution was to catch the target group’s attention by surprising them in the routine of their daily life. And it did so by using a wide mix of media rather than the sector more traditional diet of print and TV.

A series of projects were created over a one-month period with the tagline Siradisilara bravo (“congratulations to the extraordinary ones”). These included: airing an upside down TVC and an eight-second countdown before the news; an upside down internet banner; an upside down full-size Bravo in a carpark and a range of special builds on billboards.

Cinemas ran ad-breaks without ads. Those buying cinema tickets at certain cinemas were told it was a free gift from Bravo and were given the brochure with their ticket.

Well-known radio DJs swapped programming between morning and night shows; newspapers were put in branded envelopes in Istanbul; a Bravo puzzle in select newspapers had messages on both front and back; while free coffee was provided at the Gloria Jeans coffee chain courtesy of Bravo.

Details of these “extraordinary” projects were then uploaded to a website (www.siradisilarabravo.com) where people could follow them online and post responses.
 

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