Fiat launched its new Bravo in Turkey with a series of extraordinary executions to catch consumers by surprise.
The aim was to convince them that the new car was "out of the ordinary" via a series of nontraditional executions running for a month across cinema, online, out-of-home and radio.
Executions included a car installed upside-down in a parking structure, cinemas running ad breaks without ads, as well as breakfast and drive-time DJs swapping slots.
~ ~ ~
CMDglobal.com is the world's only creative-media resource. In addition to a searchable archive of the best media campaigns from across the globe, it includes articles and analysis on trends and best practices for media strategists. Subscribers also receive a quarterly copy of Cream magazine, which includes the best of the new campaigns added to CMDglobal as well as exclusive insight and analysis and a creativity tracker for the world's major media networks.