This was a strategy built to seize an opportunity. It was widely known that Pope Francis had a much stronger social platform on his agenda. In a country with extreme social unbalance, offering the Pope a more popular model to replace his "Pope Mobile" seemed the logical way to go. It was a very small window of opportunity and, after he accepted the offer, it was necessary to capitalize on it. After he finally rode the Fiat Idea we quickly posted on Facebook "Good Idea, Francis", and the Pope’s choice ad made Fiat appear on the main national and international news channels.

When Pope Francis arrived in Brazil, on July 22nd 2013, we offered him a Fiat model to drive around the streets of Rio de Janeiro, leaving the official car on the side. Immediately after his choice, we published a post on Facebook complimenting him and thanking him for choosing us.

Many positive comments saying that Fiat covers all segments, from the most sophisticated to the most popular ones.

National news: main TV channels, like Globo and Bandeirantes showed our brand for more than 120 minutes.

International news: A CNN story about Pope Francis choice of car and the Facebook ad. Also, stories all around the world, on the most important vehicles: New York Times, WSJ , BBC, among many others.

Facebook ad: 11,818 likes / 2,268 shares / 1,773 comments / 1,400 new likes on the fanpage / Overall result: more than 900,000 people impacted.

Increase of sales across Brazil.