Timeline Radio
Fiat
Issue 52 | September 2019
Agency
Leo Burnett Tailor Made
Creative Team
Creative VP, ECD: Wilson Mateos General Creative Director: Pedro Utzeri Creative Directors: Tomas Correa, Luciano Lincoln Art Director: Breno Ribeiro Copywriter: Fabio Nagano
Production Team
Agency producers: Maria Fernanda Moura, Jackeline Neuwirt Digital Project Team: Denis Gustavo, Pedro Rais, Murilo Berbel Technology Company: UMSTUDIO CODE & MOTION Production Company: Belina Filmes Post Production: Bo´son Post Audio Production Company: Canja
Other Credits
CEO: Marcelo Reis Account Team: Fabio Brito, Karol Alberti, Ana Ceolin Media Team: Andrea Hirata, Daniela Franco, Carla Caramante Planners: Tiago Lara, Gustavo Zilles, Vinicius Azeredo Client Approval: Maria Lucia Antonio, Ana Brant, Ana Pepino
Date
April 2019
Background
FOMO, or the fear of missing out, is a problem in Brazil. People feel they have to check their social networks all the time. Even when driving.
The question was, could Fiat reduce the inherent dangers of this?
Idea
Instead of asking drivers to use a message reader app that would allow them to hear their posts with a boring voice, their timelines were transformed into the best radio station that they had ever heard: THEIR OWN.
Using artificial intelligence, an app was created that read the driver’s posts in real-time and mixed those in with a huge database of radio personalities’ voices.
The result was a radio station personalised for each driver, with vignettes, humour, emotion, comments, music and, obviously, the driver’s posts. A fun way to keep abreast of everything in social media without it being a danger to others on the road.
Results
More than 50,000 individual radio stations were generated in the first week, ranking in the Top 10 most popular radios stations online.
Our Thoughts
I asked a senior marketer recently what the holy grail of communications was for her. ‘Personalisation’ she said. What she meant was dynamic display advertising, I think, getting the right message to the right person in the right place and at the right time.
But personalisation is a lot more than that as this clever idea from Fiat testifies.
Already, people expect brands to provide them with products and services tailored to their individual needs and having your very own radio station delivers to that.
Is it enough to get you to choose a Fiat over a Ford? Maybe. Through PR, the story says a lot about Fiat as a company trying to be both innovative and relevant.