Friday six PM is the moment of the week that everyone expects.

Ending the workday to get home as fast as possible. There, we detect a problem: In the city of Buenos Aires there are millions of people waiting for the same. What makes the Friday at six p.m. moment the most rush-hour traffic chaos in Buenos Aires in all week.

Since its proposed Fiat brand voice make you happier all the way, so to give back the smile to those millions of drivers, we created Fiat Happy Hour. We lifted all barriers tolls in Buenos Aires to transform the busiest time of the week into the moment to start enjoying the way the weekend.

• Implementation: The campaign was divided into two stages, an initial communicating in off-line media and digital banners action that Fiat would be carried out in tolls; while the second stage sought coverage in the target with Video Ads about what happened these two days.

• Media channels and integration:

Via Public Coverage

Public Roads Impact

Graphics in newspapers and magazines

Traditional digital banners

Printed flyers

Video Ads to amplify the action on digital platforms (Youtube)

• Timeline:

With a duration of 30 days of campaigning, we communicate the objective.

• Scale:

U$22.000

The campaign quadrupled the average CTR for a campaign in Argentina.

Over 40,000 views of organic growth in Facebook.

In Twitter we earned a 2.46% more CTR.

Also, we reached 452,625 Youtube views with VTR of 37.01%.

13 million impressions and over 500,000 views in the digital world.

But more importantly, we made happier the way to 25,000 drivers during activation.