What it had to solve
Present the reinvented UNO's technology and comfort - Hill Holder, Dualogic Plus, electric steering - while keeping the car's economical, practical image.
The idea
The UNOLab: a playful innovation lab where everyday objects - a walnut, a rubber duck, a zoetrope - demonstrate each new UNO feature in its own short film.
How it works
Launched at FCA's Betim factory in late September; on air from November with a teaser, a 45-second digital film, seven feature shorts (Cat and Mouse, Matchstick, Record Disc, Nutcracker, Projector, Rubber Stamp, Zoetrope) and a 30-second pay-TV film, all set in the UNOLab universe and pushed through Fiat's social channels.
What it did
The campaign carried the line 'A whole lotta car in a single UNO' across seven films and multiple formats; LBB's report gave no sales or viewership figures.
Background
Launched in late September during an event at the FCA factory in Betim, the 2017 UNO was the first car by the automaker to receive the highly awaited three-cylinder Firefly Flex engine - more economical, more powerful and with higher torque. It added exclusive features such as Hill Holder, which stops the car rolling backwards on hills, Dualogic Plus transmission, and electric steering with a CITY function that lightens manoeuvres.
With the challenge of presenting all this technology, Leo Burnett Tailor Made developed the UNOLab - a place dedicated to innovation and discoveries where the most diverse objects and experiments test the car's main features in an unusual, playful way: a walnut attests to Hill Holder's efficiency, a rubber duck shows how the anti-crushing power windows work.
'More than just saying this, we needed to demonstrate this reinvention in an entertaining way. That's why we created the UNOlab and a series of experiments that generated content in the most diverse formats,' said João Caetano Brasil, creative director at Leo Burnett Tailor Made. FCA's head of brand marketing João Ciaco framed the objective as showing the UNO's evolution through the reinvention of its standard equipment - increasingly technological and comfortable, while remaining economical and practical.
Why it lands
The car's upgrades were technical and invisible; demonstrations made them visible and funny.
Everyday objects as test rigs made each feature memorable enough to carry its own film.
Seven modular shorts suited social feeds while a 30-second film anchored pay TV.
The playful lab framing kept the UNO's value-for-money image while adding 'technological'.
What you can take
Demonstration beats claims: letting a walnut prove Hill Holder turns a spec sheet into entertainment people will actually finish.
Since then
On air starting November, the campaign ran a video teaser across Fiat's social channels, a 45-second digital film, seven shorts dedicated to individual features - Cat and Mouse, Matchstick, Record Disc, Nutcracker, Projector, Rubber Stamp, Zoetrope - and a 30-second film for pay TV, all set in the UNOLab universe. LBB published its report in January 2017 and gave no sales figures.
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