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Safety Wi-Fi

We developed and installed a special device on Fiat taxicabs that gave free Wi-Fi to the passengers if they buckled up their seat belts. The communication targeted directly the backseat passengers of taxicabs generating an immediate response: they buckled up. This simple idea managed to radically transform people’s behavior: 4,500 backseat passengers were directly impacted and 100% of them spontaneously buckled up their seatbelts. The idea also spread through the press, impacting more than half a million people.


Brand: FIAT

Creative Agency

Creative Agency: Leo Burnett Tailor Made + Isobar

Copywriter: Pedro Furtado (LBTM) / Alexandre Freire (Isobar)

Art Director: Vitor Menezes (LBTM) / Maicon Pinheiro (Isobar)

Producer: Paulo Staliano

Chief Creative Officer: Marcelo Reis (Leo Burnett Tailor Made) / Fred Saldanha (Isobar)

Account Executive: Denise Millan, Cíntia Mourão, Eduardo Crepaldi, Caio Perez

Agency Production: Celso Groba, Maria Fernanda Moura,Dudi Ciampolini Bourroul

Planners: Tiago Lara, Rafael Camilo, Marco Farah

Media Planners: Fernando Salles, Daniela Franco, Paulo Pereira, Fernando Bombonatti, Nathalia Silva

Designer: Christian Balzano (Motion Design)

PR: Fernanda Lopes, Aline Cerri (LBTM) / Juliana Lopes, Rafael Palmeiras (Espalhe)

Category: Automotive

Genre: Activation, Apps, Digital, Experiential, PR, People, Strategy/Insight, Stunts