Sponsorship done right: Fiat and 9th World Summit of Nobel Peace Prize Laureates

With a little help from The Wall Street Journal article, I happened to stumble upon the video below in support of the 9th World Summit of Nobel Peace Prize Laureates in Paris, France. Aung San Suu Kyi, a democracy activist, has spent about over a decade under house arrest in Myanmar. She is now the star of a public-service announcement that doubles as an ad for Fiat’s Lancia Delta car.

Why is this a good sponsorship?

• It is organic in its execution of the creative – arriving laureates have to be in cars)
• It is “good” – who could argue with the position of freedom?
• Activated in a social way through the interactive website sendyourpeacemessage.org that allows people to send along this message and  build a virtual map of support
• This message has longevity, unlike sponsorships over other 1 time events, this message and advocacy can continue on long passed the event – until the release of Aung San Suu Kyi

Could they have done more… Yes, but we always can — right!