Fiat Aims to Startle With Unusual Stunts

Idea of the Week: Campaign for Bravo Model in Turkey Throws Wrench Into Routines

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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.

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