We brought the Fiat Fastback to market to offer people in Brazil a more affordable SUV

coupé. Before that, the model was only sold by luxury brands. So we launched the

Fastback literally as a gigantic “leap" in category for both SUVs and consumers. It was

so successful that the Fiat Fastback was selected for testing in the most-watched

motoring show on TV. A splendid opportunity to broaden the appeal of the launch

campaign and attract more viewers. But we didn’t want just any test driver on the

program. We wanted one good enough for the Fiat Fastback.

The Fiat Fastback was launched literally as a “leap” in category, in a campaign

showing the car jumping over 40 SUVs. But where were we to find a driver to match

the Fastback in daring? In the metaverse. Where there are no limits on either drivers or

cars. This was a totally new idea: to recruit the first real test driver based on their skills

in the game. And how? By arranging a competition involving amazing jumps, in a

specially designed arena built inside one of the world’s most popular games (GTA –

Grand Theft Auto). The player that jumped the furthest would become a test driver for

Fiat, and experience driving a Fiat Fastback on a real racetrack, live, on the TV

motoring show with the largest audience in Brazil.

The Fiat Fastback is a bold car. So we went out to look for fans of bold cars in the

games. Our strategy was to emphasize how daring the Fiat Fastback is in its design,

engine specifications, horsepower, through a unique competition in the metaverse for

jumping over cars. And to cap it all, our strategy also attracted people with purchasing

power, because the experience ended on a real racetrack, transmitted live by Brazil’s

biggest TV channel.

For execution we enlisted the help of two well-known gaming streamers: @bruninzor

and @gabbiogi. Starting on October 28, 2022, they used their social networks

(Instagram, Facebook, TikTok, Twitch, Twitter) to invite their followers to watch the

activation. November 2 was the live action day on Twitch, where the Fastback Leap

Challenge was held. Our streamers selected the 3 best leaps, and then invited the

public to vote for the winner, on November 3 and 4. On November 5, the winner was

announced by Fiat and the streamers on their social networks. And on November 20,

the activation was concluded on AutoEsporte, a program transmitted by Rede Globo,

Brazil’s biggest TV channel.

The activation had more than 12 million impacts

• Fiat social engagement grew by 990%

• In the week of the media stunt, the Fiat Fastback was the vehicle with most searches

on Google in the entire country

• One month after the activation, the Fiat Fastback overtook its main competitor (Honda

HR-V) in sales in Brazil