In an innovative campaign integrated by Fiat, Rede Globo and Leo Burnett, soap opera character becomes poster girl for the automaker
October 9, 2019 - Does life imitate art or does art imitate life? This reflection, which has passed through brilliant minds such as that of Greek philosopher Aristotle and Irish writer Oscar Wilde, remains current and is far from a having a definitive answer. If the boundaries between real and fiction are not very well defined, imagine in a narrative that joins everyday life, a high rating soap opera and Instagram, a social network that has more than 70 million users in Brazil alone. That's exactly what happened in the groundbreaking multiplatform campaign co-created by Fiat, Rede Globo and Leo Burnett Tailor Made. The character Vivi Guedes, a digital influencer played by Paolla Oliveira in the plot of "A Dona do Pedaço", replaced herself in real life as the poster girl of the automaker. So, Vivi created her own life on and off screen and, following her striking style and determined personality, drew a lot of attention. It was the first time an actress had "lost" a role (in the real world) to a fictional character. Luckily for Paolla that the character is played by herself. ;)
The amusing mess left the audience “smelling a rat” when Paolla announced, in a Fiat commercial, that she was saying goodbye to the partnership, signed in 2015. Shortly after, the character in the soap, played by the actress, received an invitation with the Fiat logo for a mysterious campaign. Those who follow the telenovela and are avid users of social networks, followed the unfolding of the suspense: Vivi, the protagonist’s niece in the plot, Maria da Paz (oops, she still does not know it!), was chosen as the brand’s new ambassador, causing surprise among viewers and followers of the character's Instagram page @EstiloViviGuedes, with over 1.8 million views at the time of this publication. In a post sponsored by Fiat, Vivi invited her “seguimores” (as she calls her followers, in her best influencer style) to follow the commercial, aired August 8. As one of the transmedia strategies, Vivi Guedes, appears in a scene from the soap opera, behind the set before recording a Fiat Toro ad, saying how happy she is for the opportunity and for even "beating a famous television actress". What follows is a 30-second ad, that’s both part of the telenovela as well as a commercial break, where she continues by advertising for the pickup truck. The scene features the Fiat Cronos, Fiat Argo and Fiat Mobi models which she calls her “recebidões”, another reference to the popular language often used by bloggers and Instagram personalities.