Fiat: Come to the streets

This case study describes how Fiat in Brazil, in spite of having no connections with football, registered a significant presence during the World Cup 2013.

Fiat: Come to the streets

Leo Burnett Tailor Made

2013 had promised to be a very important year for all brands in Brazil with the upcoming World Cup. But – unlike its competitors – Fiat had no media ownership, no official sponsorship nor any direct link with football. Our challenge was to gain visibility during this favorable time.

Although Brazilians were euphoric about hosting The World Cup, we identified a stronger feeling: the "feeling of being excluded from the party". In a country with 200 million people, only about 60,000 people per game would be able to see the Cup...

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