The power of pee.
At first I did ask if they were taking the piss. They said yes, they were.
Check out the case video
The New Uno is a car synonymous with flexibility and innovation among the Brazilian young generation. But we needed to highlight another feature, as important as its remarkable design: the great fuel economy.
The message of low consumption was presented in a light and fun way, reaching the target in a moment
of great socialization in bars and restaurants, allowing everyone to “test drive” the car in an unusual way
(using their own pee) and spread the word right afterwards.
Besides great effects in the places where the panels were installed, the search for the car on Fiat’s website rose 12% during the week the action was launched. In the weeks after the event, fuel economy became the first feature mentioned by young people at buying decision, followed by its innovative design.