2011 Jay Chiat Awards Winners

Idea for New Product or Content—Silver
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Fiat | "Fiat Mio"

In a country in which a car was always a sign of success and for a long time was accessible to only a few, the recent economic growth made the desire for these products grew exponentially. In Brazil, cars are increasingly becoming a national passion and discussing cars is a national past-time.

With an increasingly prepared population with greater purchasing power, interest from the vehicle industry in Brazil has also grown. Supply has risen, while communication strategies going beyond mass media (TV is the media with the highest audience and penetration) are now crucial to create brand differentiation.

Fiat discovered this before its competitors and was always the carmaker that invested most heavily in digital media, having ranked Top of Mind on the Internet for five consecutive years.

In 2009, the presence of the vehicle industry in digital environments was already a reality.

Constructing a dialog with consumers via digital channels became an absolute must. We decided to take this as far as we could: opening up of an industry where secrets are a competitive differential.

This is Fiat Mio.

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