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Leo Burnett Company, Limited
175 Bloor Street East, North Tower
Toronto, Ontario M4W 3R9
+416 925 5997

Margaret Arnold

SVP, Director, Human Resources

EVP David Kennedy


Lisa Morch

VP, Director of Knowledge Mgmt

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São Paulo

Fiat “Safety Wi-Fi”

INSIGHT. Fastening a seat belt can reduce the risk of death by 75%. However, Brazilian passengers rarely fasten their seat belts while riding in the backseats of cars, especially taxis. Recognizing this safety hazard, Fiat and Leo Burnett Săo Paulo came up with a unique way to reward passengers for buckling up.

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IDEA. Brazil is a country filled with people on the go who are in constant search of free Wi-Fi. So the agency devised a powerful ambient campaign that offered the free Wi-Fi people can’t live without if they simply fastened the seat belts that can keep them alive. Fiat “Safety Wi-Fi” incentivized passengers to buckle up in the backseats of taxicabs by activating a free Wi-Fi signal the moment they did. Within a few days of the program’s activation, the Fiat taxicabs transported 4,500 passengers and 100% of them buckled up.

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IMPACT. Fiat’s “Safety Wi-Fi” sparked nationwide conversation, as it was picked up in dozens of publications across Brazil. The agency’s insightful initiative resulted in a dramatic increase in the number of people who fasten their seat belts in Fiat taxis. “Safety Wi-Fi” became an idea with global potential, as well as an activation that championed Fiat as a brand that understands and cares about the streets. The agency’s work was awarded with multiple awards at various shows such as Cannes, the Clios, LIA, the Kinsale Shark Awards and El Ojo.