The New Uno is a new car in everything: in design, in accessories, the possibility of customization. And the campaign is just like the car: different in messages, formats, media use. With a visual language inspired by the colours of the car, this is already a revolution by itself in a segment of traditional colours.

The reasoning was: if the concept "New Uno, new everything" applies to the car, it should also apply to the campaign.

The launch was broadcast live by the internet and followed by thousands of users. Through Formspring, Fiat answered over 12 thousand questions online. Ads in major newspapers throughout the country, as a manifest, established the "Day Uno in the Automobile Industry", a milestone between the old and new.

- Over 20 different ads in major magazines.

- 5 unusual posters for dealerships.

- On TV, 3 commercials and 7 animated vignettes.

Each of these pieces worked harder on one of the car’s features, mainly exploring its colours and possibilities for customization. The new Uno was No. 1 in everything: 3D ad debuted in theatres with Avatar and Toy Story; ad in the first 3D issue of Playboy magazine; interactive advertising on the 1st edition of Veja Magazine for the iPad. The New Uno ad was even placed on planes and the car and turned into a toy.

The New Uno received the awards "Car of the Year 2011" and "Campaign of the Year 2011" from Auto Esporte magazine, a very prestigious award and recognized by the Brazilian automotive industry. The campaign was also chosen as the 2nd best in the opinion of the 300 largest advertisers. And the best advertising in the opinion of the 100 most important publishers in the Brazilian market.

The car manufacturer was in 7th place among the 500 brands in the Superbrands ranking and was one of the fastest growing companies in the brand strength index, a leap of 8% over the period 2009/2010. It was the leader in sales in the domestic market for the 9th year. In February 2011 the New Uno surpassed the Gol for the first time as the best selling model, after 24 years of VW leadership.