Most awaited release of the year, the Fiat Pulse it was born innovative in many ways, after all, it was revealed in an unprecedented way in the Brazilian automotive industry, at the BBB21 final. In addition, it engaged more than 380,000 people in a national vote to choose the name. Now, the new SUV from Mark is getting ready to surprise the market again with a digital strategy that invites the public to tell what makes them throb stronger.
“The Fiat Pulse was born to surprise, something that, in fact, it fulfills: either for its features or for all its innovation. The campaign for the most awaited launch of the year had to live up to it, so we are contemplating several initiatives”, says Malu Antonio, Storytelling and Content Stellantis manager for South America.
With #challengepulse launched on TikTok on Sunday (5), the campaign has a native format of the social network, with the challenge packed by a drum solo composed by Nath Calan, drummer who is also the main character of the film in the advertisement.
Check out Fiat’s #challengepulse:
In addition to Nath, the campaign will feature a squad of influencers made up of Dora Varela, Ana Flavia Lobo, Carol Soares, Leo Horta, Sheron Menezes, Arielle Macedo and Tadeu Tanouri, organically following the style of each one’s profile, who encourage subjects such as Fashion, Urban Sports, Photography, Dance and Humor.
The challenge extends to Instagram, in which the videos will be played on the profiles of participants and Fiat. The campaign is also preparing the launch of a gamified filter, which allows for more interaction with the public. In game style, the filter recognizes the participant’s face so that it follows the beats of the drumsticks on the drums.
With the concept “The SUV that pulses with you”, the campaign created by Leo Burnett Tailor Made bet on interactivity with the public since the beginning of the project and on the concept of intensity throughout the development. The 360º strategy encompasses narratives in social and with influencers, games, digital pieces, the movie “Drums” with airing on open and closed TVs, advertisements, spots and different OOH formats.
The film brings out the main pillars of the car, such as connectivity, safety, performance and design. During the plot of the story, which shows a man leaving the office and boarding his SUV, a drum solo enters that gets more intense as the film progresses, dictating every movement of the car with scenes that show the intensity of the driving, of the city or road. The drum solo is authored by drummer Nath Calan, who is also part of the commercial and composed the soundtrack especially for the campaign. The production of the melody was done by Antfood.
“An SUV called Pulse called for a pulsating campaign. And it was through a drum solo that we dictated this intensity for the release. It’s as if the car is attracted by the sound of a drummer as it passes through different landscapes and situations, creating an intense narrative that uniquely reflects the personality of Fiat’s new SUV. It’s about the feeling that this car provokes in those who drive”, comments Vinicius Stanzione, Creative VP of Leo Burnett Tailor Made.
The film was produced by production company Saigon and draws a parallel between the car’s driving and the audience’s lifestyle, bringing out the main pillars of the car.
AGÊNCIA: LEO BURNETT TAILOR MADE
PRODUCT: FIAT PULSE 363
ADVERTISER: FCA FIAT CHRYSLER AUTOMÓVEIS BRASIL LTDA
BCC: MARCELO REIS
VP OF CREATION: PEDRO UTZERI AND VINICIUS STANZIONE
CREATION DIRECTORS: TOMAS CORREA, BRUNO GODINHO
EDITOR: BRUNO GODINHO, RENATO RAMALHO
ART DIRECTOR: MARCO MATTOS, CLAUDIO JÚNIOR AND FERNANDO LYRA
CONTENT DIRECTOR: ANDREZA AGUIAR
CONTENT: KARLA LIMA, HENRIQUE XAVIER, CAIQUE DANTAS, TAMIRES SOARES, GABRIELA ARAÚJO, PABLO CRUZ, NAYARA KEULLEN
DIRECTOR OF TECHNOLOGY AND DIGITAL ACCELERATION: DENIS GUSTAVO ALVES
DIGITAL PROJECTS: PEDRO RAIS, KATIA ROSA
DIRECTOR OF INTEGRATED PRODUCTION: MARIA FERNANDA MOURA
RTV: JACKELINE NEUWIRT, THIAGO CAMPOS, MAITE ROMAO
ARTBUYER: MAURO MOURA
SERVICE: FABIO BRITO, KAROL ALBERTI, ANA CEOLIN, JÉSSICA SARAVALLI, BRUNA ROCHA
MEDIA: ANDREA HIRATA, DANIELA FRANCO, PAULA RICARTE, KATARINE SANCHES, RODOLFO CONTIERO, LAURA ANDRADE, GISLENE MATOS, GUILHERME LEÃO AND CAROLINA OLIVEIRA
PLANNING: TIAGO LARA, CAIO COSTA, MURILO FEDELE, JAQUELINE TAMPELLI, DANIEL DANTE, DOELIO BERGAMO AND BRUNA SALVADOR
PRESS OFFICE: JEF MARTINS, NATHALIE URSINI, MARIANA DUTRA.
CUSTOMER APPROVAL: FREDERICO BATTAGLIA, MARIA LÚCIA ANTONIO, ANA BRANT, CAMILA RAPINI AND MARINA MARIA.
FILM PRODUCER: SAIGON FILMES LTDA
Director 2nd unit: Eduardo de Moraes
Executive Producer: Marcelo Altschuler, Carol Pessini
Attendance: Fernanda Gomes, Rafael Costa, Karin Diniz, Giovanna Saad
Coordination Production: Katiucia Soares, Jucilene Almeida, Thalita Machado
Director of Photography: Paulo da Rocha (Lito)
Director of Photography 2nd unit: Daniel Belink and Alex Vecchi
Drone pilot: Renato Passarelli
Drone – Camera/Gimbal Op.: Luiz Albertin
Drone – 1AC: Luiz Freitas
Drone Ass.: Caio Viana and Marco Fração
Fotográfo Still: Clayton Alexandre
Ass. of Still: Guilherme Fernandez and Bruno Vatanabe
Art Director: Taisa Malouf
Assistant Director: Flavia Meszberg and Carol Fernandes
Assist. Director 2nd unit: Larissa Andrade
Creative Researcher: Diogo Pacifico
Production Director: Roberto Bellezia
Costume Designer: Marina Vieira and Gabriela Pinesso
Casting Producer: Flavia Cocozza
Lease Producer: Fabricio Marinho
Object Producer: Fernanda Reinert
Makeup Artist: Vick Garaventa
Post-Production Coordination: Virgini Fares
Post-Production Service: Claudia Rocha
Finisher: Henrique Gomes
Assembler: Beto Araújo
Finalizadora: Globetrotter Studio
DIGITAL / SOCIAL FILMS PRODUCER:
Producer: VFX House
Direction: Marcelo Binaghi
Post Service and Coordination: David Cazeli
Editing and Finishing: Luiz Moreira Paulin / Rafael Hernandes
Animation and Composition: Marcelo Binaghi / Juliana Martin / Vital Pasquale / Fernando Snake / Marcos Faria
SOUND PRODUCER: ANTFOOD PRODUÇÕES LTDA
Music Production Director: Lou Schmidt and Fernando Rojo
Musical Production: Lou Schmidt, Fernando Rojo, Luis Bergmann, Pedro Curvello and Vinicius Nunes
Executive Producer: Christiane Rachel and Renato Castro
Coordination: Monique Munhoz
Finishing: Bruno Broaska, Fabian Jorge, Pablo Homem de Mello and Tiago Lins
Baterista: Nath Calan
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