Multistep campaign demanded a large coordinated operation to exclusively impact 19,213 carefully selected people. Around 24.2% of this public showed up at International Automobile Trade Shows and 1.38% of this number was converted into sales. Through this strategy, Fiat reached the total income of R$ 14,257,000.00, with total profit margin of R$ 2,138,550.00 and 592.06% of Return of Investment (ROI). Above these figures, we have in our hands a public with an excellent image of Fiat, obtained through a brand experience.