Title	PRONTO MAMMA
Brand	FIAT CHRYSLER AUTOMOBILES (FCA)
Product/Service	FIAT 500 L
Category	D01. Social Video
Entrant	LEO BURNETT ITALY Milan, ITALY
Idea Creation	LEO BURNETT ITALY Milan, ITALY
Production	FARGO FILM Milan, ITALY

Name	Company	Position
Alessandro Antonini / Francesco Bozza	Leo Burnett Company Srl	Executive Creative Directors
Davide Boscacci	Leo Burnett Company Srl	Group Creative Director
Valerio Le Moli	Leo Burnett Company Srl	Creative Director
Hugo Gallardo Dominguez	Leo Burnett Company Srl	Creative Director
Giorgio Fresi	Leo Burnett Company Srl	Art Director
Paola Cantella	Leo Burnett Company Srl	Copywriter
Riccardo Biancorosso	Leo Burnett Company Srl	Head of TV Dept. (Miracle)
Beatrice Pepe	Leo Burnett Company Srl	Agency Producer
Francesco Imparato	FargoFilm	Director

The Campaign

A few days before Mother’s Day we sent a special 500L taxi to Milan, offering a special service: the chance to pay for every ride by ringing mom. The taxi only left when the conversation started and it travelled as long as the conversation went on: this resulted in interesting reactions from the passengers, and many phone calls, both fun and emotional.

Creative Execution

A few days before Mother’s Day, we sent a special taxi – the 500L, obviously – around Milan. As they get in the car, the passengers found out that they can only pay for the ride one way: ringing mom. The taxi only left when the conversation started and it travelled as long as the conversation went on. Several rides, the passengers’ reactions and their phone calls were filmed in order to create a video, and were then aired on Fiat’s Facebook page on the 8th of May – Mother’s Day.

The video was posted on Fiat’s Facebook page on Mother’s Day and it got over 1.000.000 views with a reach of 2.000.000 within the first 12 hours. All of that on a Sunday, a day when users are usually less active on social networks.

Fiat cares about family and the 500L is the car conceived specifically for families. For that reason, we used the 500L to launch an operation dedicated to mothers, but focussed their sons and daughters. We chose to make the stunt take place in a taxi, because their passengers are always rushing. They don’t have time to waste. Among them, you’re likely to find the ones who never call their moms. The video of the stunt was posted on Facebook, the virtual place where daughters and sons – and also many actual and future moms - had the opportunity to see, comment and share a simple but important message: it’s always the right moment to ring up your mom, the most important woman in your life.