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Client
Fiat Auto

Schedule
From 29th January to 15th  March 2007

Goals
Creation of a community united by a common
attitude towards exceeding expectations, transferring
information, values and potential of the car to users,
by means of relational and activating tools.

Target
Men between 25 and 40 years of age, with a medium-high income and level of education, people who appreciate the good life and are interested in new media and technology. 

Project
“Bravo e si vede!” is a media format that was used to complement the launch of the Fiat Bravo endowed with:
- a high level of activation;
- viral and cross-media dynamics;
- a combination of Web, cinema and UGC.


The idea of the campaign was a simple one: to award prizes to those who are really “Bravo” meaning “good at something or talented”, by inviting them to give accounts of their personal experiences and moments in which they have felt “Bravo”.

The videos created on the Internet were entered into a competition with those created ad hoc by members of the audience in cinemas in Milan, Rome, Bologna, Verona, Padua, Florence and Mestre, in real film sets.

The best participant or most ‘bravo’ of all won a special prize: the new Fiat Bravo on the website www.bravoesivede.it. From 26th January to 15th March 2007, all users had the chance to publish their videos or record a message via web-cam to give an account of the moment in which they were “bravo” and convince the other users to vote for them.

Through the launch of the brief “Innamorati di Bravo” (“In love with Bravo”, the TheBlogTV vlogger community also took part in the competition, creating really original UGA advertising clips.

Fiat awarded prizes to all the users who singing, exhibiting, dancing or simply giving an account on video of their qualities, took part in the “Bravo e si vede” competition, with a user-generated advertisement broadcast in the Sipra and Opus circuit cinema halls, planned by MC2.

Finally, due to popular request of users, the Website linked to the competition, www.bravoesivede.it was transformed into “Bravo TV”, the online channel where all the best videos created by the users are broadcast and divided into thematic areas: Bravo Music, Animal House, Bravi e Sportivi (Talented and Sporty), Dancing Channel, In famiglia TV (TV in the family), Arti e Mestieri (Arts and Crafts) and Fantasy Channel.

YouTube.com/Bravoesivede became a YouTube channel in September, after two videos “Bravissimo a calcio” (“Great at football” and “Bravo con lo yoga” (“Good at yoga”) were respectively selected as Director Video and Promoted Video. Results: The media format designed provided for the use of innovative 4WResearch measurement and research tools for the first time, allowing the project to be measured over time.
 
Results
The media format designed provided for the use of innovative 4WResearch measurement and research tools for the first time, allowing the project to be measured over time. ha permesso di misurare in tempo reale tutte le attività di comunicazione online e offline, tenendo traccia di tutti i touch point, ovvero tutti i punti di contatto tra marca e utenti online e offline (sito, diffusione virale dei video, attività nei cinema, pubblicazione di post in Rete, ecc). I numeri:

• 5 millions people reached by the campaign,
• 12.900 Google references,
• 2,5 millions pageviews of the web site,
• 13.000 people subsribed the contest,
• 1.200 videos produced,
• YouTube: “Bravissimo a calcio” video rated: 352.101 visits, 857 ratings, 1.029 comments, 5 video responses and 605 recommendations in the preferred area.