Fiat has been the leading car manufacturer in Brazil for the last eight years, with profits of nearly $1.05 billion in 2008. Its Brazilian operations have surpassed those in Italy for total vehicle sales. Fiat invests over 10% of its annual advertising budget in digital media and was the 6th highest spending advertiser in Brazil in 2009. In January 2009, Fiat Brazil released an "Open Source Branding Manifesto" and asked people what a car should have to be considered theirs while also considering others, receiving over 11,000 ideas from 120 countries. Fiat is using this crowdsourced feedback to help design and build a concept car to be unveiled at an international auto show. The Fiat Mio project

1. ON CROWDSOURCE MARKETING

2. Fiat has been the leading car
manufacturer in Brazil for the
last eight years
The company’s profit in 2008
tops nearly US$1.05 billion
The Brazilian operation has
surpassed Italy’s in total
amount of vehicles sold

3. The leadership has been acquired
with unique initiatives
1990: UNO MILLE, THE FIRST TRULY
‘POPULAR’ CAR IN BRAZIL
Some of Fiat Brazil’s milestones
2006: SIENA TETRAFUEL: THE FIRST 4-
FUELED POWERED CAR
1999: THE BEGINNING OF THE ADVENTURE
LINE
2008: FIRST ELETRIC CAR DEVELOPED IN
BRAZIL

4. Fiat is also among the top ten
advertisers in Brazil
SOURCE: IBOPE MONITOR (JAN. 2010)
Fiat invests +10%
of its budget in
digital media
ANNUAL AD SPEND - 2009 (US$)
1º Casas Bahia (1.8 billion)
2º Unilever (1.1 billion)
3º Ambev (538 million)
4º Caixa Econômica Federal (499 million)
5º Hyundai Caoa (438 million)
6º Fiat (434 million)
7º Bradesco (433 million)
8º Hypermarcas (401 million)
9º TIM (340 million)
10º Ford (328 million)

6. Releasing
a
manifesto
JANUARY, 2009

7. OPEN SOURCE BRANDING MANIFESTO
There was a time when brands were names, just names. The world’s economical ups and downs, the insatiable dispute for
market share, the fall of cultural barriers and a new consumer mix, composed by diverse and numerous nationalities, ended
up leading brands to a new and crucial role: communicate ideas and ideals.
Brands became references of value and behavior. Icons with the power to capture and engage people’s attention, affection
and memory. They were able to overcome traditional advertising communication barriers to become collective and
collaborative consumer experiences.
Today, brands have become broad, rich, shared conversations with the people, upon which there’s no rigid control. They are
interactive by essence, chaotic by nature and, inevitably, public.
And this is why we ask you to think about the Linux experience, born of a passionate collaboration of thousands of
enthusiasts spread all over the world. Can it teach us something about branding? Don’t brands have something to learn from
such an open, engaging and successful initiative?
We think so. That´s why we believe in Open Source Branding.
A new logic that requires people’s participation and input wherever they are, however they want, whenever they can. Where
digital channels play a major role and blogs, microblogs, social communities, instant messaging, cell phones and other
mobile devices become the natural habitat for this newest type of communication.
Open Source Branding is an innovative way to look at and to manage brands. It requires us to accept that the image of a
brand goes far beyond official campaigns. It demands from us an open hearted attitude and lots of flexibility to assimilate the
stories, feelings, opinions and (re)creations brought about by consumers, as well as the courage to open up the brand to the
collective intelligence.

10. Main Question:
“In the future that we are going to
build, what a car should have so I
can call it mine, and also consider
others?”

16. +11,000 ideas submitted
+17,000 subscribers
+120 countries
+1 million unique visitors
From August to December 2009…

17. Building
the
concept
car
TO BE PRESENTED IN
THE INTERNATIONAL

20. PRECISION LINE
SENSE LINE

24. Charlene Li, Founder of The Altimeter Group, Social Media Expert

25. “One of the most
Contagious ideas of
2009”

27. “One of the top 100
innovations of the
last 12 months”

28. “The project
shows another
way brands are
involving their
consumers”

29. “Fiat Mio will
influence an
all new
generation of
projects”

30. “No company
has gone as
far as Fiat
Brazil”