We “painted” primetime television red, simultaneously turning all six national network logos into that of the Bravo in 10-second slots. The country’s leading sports newspaper heralded “Bravo!” at the head of each page, and soccer audiences in premiere division stadiums across the country unravelled huge banners high above their heads, declaring “Bravo for the fans!”Passionately red, consistently iconic, our Bravo! “exclamations” popped amongst the clutter, sparking consumers’ interest to discover Fiat Bravo.

Our campaign was seen by 2.6 million magazine and newspaper readers, by 70% of TV viewers and by 15 million people passing outdoor adverts, but the number that really counts is vehicles sold: in the first month, Fiat beat its sales target for the Bravo by 166%. Bravo!