Fiat was returning to the diesel engines market with a piece equipped with the best technology. And the brief was intended for the greatest possible number of people to learn about that.

First he engine was launched through a traditional campaign and 10 days after it, we started a rumor using all available channels(TV, Radio, Outdoor, Mailing, leaftlets, etc) telling that an independent journalist discovered that there was a hidden plot behind the engine where the football player Javier Mascherano was involved.

For this end, we created a journalist and prepared his blog.

The video of the investigation was uploaded there, which claimed that the captain of the national Argentine team was the result of an alleged test run by Fiat through which a Multijet had been installed in his body.

First the engine was launched through a traditional campaign and 10 days after it, we started a rumor telling that an independent journalist discovered that there was a hidden plot behind the engine where the football player Javier Mascherano was involved.

For this end, we created a journalist and prepared his blog.

The video of the investigation was uploaded there, which claimed that the captain of the national Argentine team was the result of an alleged test run by Fiat through which a Multijet had been installed in his body.

The campaign had the same impact as a real gossip and some people even believed the rumour was true. Every time the media talked about Mascherano, visits to the journalist's blog increased five- fold.The blog received 4,600,000 visits and almost 100,000 comments.

The average of permanence period on the page was five times the Internet media (18 minutes). And on Facebook the journalist added 4,700 friends before the social network deactivated the profile. During the first tree weeks Fiat sold what it expected to sell in 3 months.