Just like everywhere else on the planet, Branded Entertainment has been growing strongly in Brazil, but the country has some peculiarities that further benefit this tool. A recent law requires that national TV has at least 3.5 hours per week of content produced exclusively in the country at prime time. This has turned Branded Entertainment into an excellent opportunity for the Brazilian brands to reach their audience in a non-traditional way. Moreover, the overwhelming presence of Brazilians on social networks (Brazil has the second biggest presence in the world on Facebook), and in favor of this type of media rather than the conventional advertising environment, makes Branded Entertainment an efficient and effective alternative to reach the consumer and spread an advertising message.

In the first step of the campaign, we worked as if we were a record label. We planned a launch of the song using PR, radio and the promotion of the video clip on the web. To start, we chose a famous singer who is well-known for his political and social lyrics that have a high impact on his audience. Then, we quietly announced on some social networks that he would be releasing a new song. There was a very enthusiastic reaction by the public, his fans had been waiting for something new for a long time.

After its release, the song rapidly became a hit and we were able to launch the second part of the strategy. We used the song as a base for many pieces of the traditional campaign. The chorus turned into our slogan. The music became the soundtrack of our commercials on TV and the web. The lyrics were largely used in printed ads and OOH.

OUR CALLING BECAME A PHENOMENON.

We became the trending topic over the period with more than 300 million mentions using our hashtag. Our clip was viewed 19 million times, becoming the most watched car video in the country’s history. 50% of on-line conversation about cars mentioned Fiat. We gained more visibility than many official sponsors with a 38% connection with the Confederations Cup. In 2013, Fiat won the Top of Mind award for the first time, completed 12 years of leadership and achieved 21% of the market share. Out of the top three manufacturers, Fiat was the only one to achieve growth