Fiat: Fashion Passarela

May 14, 2014Filed under Media and Automotive
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FIAT FASHION PASSARELA*. DON'T RUN, RUNWAY.
* In Brasil, the word "passarela" has two meanings: catwalk and footbridge.

AN ORDINARY “PASSARELA” TURNS INTO A STYLISH “PASSARELA” TO SAVE LIVES.


PROBLEM: 70% of car-pedestrian accidents happen less than 300 meters away from a footbridge, and each year thousands of people die.


IDEA: We used the coincidence of the names to take the world of fashion to the streets, and with a touch of glamour, we showed people that being practical and safe is also fashionable.
 

SOLUTION: We invited the big names of the fashion world to parade exclusive models on an even more exclusive catwalk runway: a pedestrian footbridge in the middle of the city. The fashion show drew a lot of attention, and we proved to people, that using the footbridge should never be unfashionable.
 

RESULTS:
. More than 40 million people impacted on social networks.
. $ 4 million of earned media, 30 times bigger than the investment.
. Increased people’s awareness about crossing the streets at a safe place
. 100% positive feedback.

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