The strategy was to transform a contract opportunity into a memorable event. Michael Schumacher, who’s contracted by FIAT, joined a UNICEF charity football match, held at Mineirao Stadium, with celebrities, FIAT employees and former football players. On gameday, a scheme was organised to take Michael Schumacher from his hotel to the stadium in an unexpected way: his helicopter landed in the middle of the football field, overwhelming the crowd. After the match, Shcumacher signed a FIAT IDEA to be auctioned at an online site. Funds from the auction and ticket sales to watch the match were sent to UNICEF.

More than 20,000 people attended the match. A part of each ticket was donated to UNICEF and a FIAT IDEA car signed by Schumacher was donated to a charity auction.