Fiat: Live store

This case study describes how car manufacturer Fiat in Brazil set out to maintain its leadership position in spite of having no new model to launch.

Fiat: Live store

isobar Brazil

What were the objectives for the creative work?

Only a brand leader can do that

Fiat has dominated the Brazilian car market for the past 13 years. As the leader automaker in the country, Fiat faces huge challenges, year after year, to keep its leadership as well as an innovative essence and bold marketing attitude.

In the year of 2013, the scenario was more audacious. We needed to maintain our leadership, as well as reinforce our brand strengths, but Fiat had no launches whatsoever planned for that year. To make it worst, our competitors had...

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