Fiat Print, Outdoor, Case study Street Evo by Leo Burnett Iberia Madrid

Adsarchive » Print ads , Outdoor , Case study » Fiat » Street Evo

Street Evo

Pin to Collection
Add a note
Industry Automotive, Software & Multimedia Productions, SaaS
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market Spain
Agency Leo Burnett Iberia Madrid
Executive Creative Director Chacho Puebla
Art Director Sergio Lobo, Fred Bosch
Copywriter Francisco Cassis
Producer Hugo Lage, Rui Lousao
Digital Creative Fred Bosch
Released July 2010

Awards

One Show 2011
One Show Out Of Home / Single Merit

Credits & Description

Category: Best Use of Other Digital Media in a Promotional Campaign
Advertiser: FIAT
Product/Service: CAR
Agency: LEO BURNETT IBERIA
Date of First Appearance: Dec 1 2010
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Entry URL: http://www.ourawardsite.com/m/fiat/fiatstreetevo/en/index.html
Executive Creative Director: Chacho Puebla (Leo Burnett Iberia)
Creative Director: Francisco Cassis (Leo Burnett Iberia)
Creative Director: Sergio Lobo (Leo Burnett Iberia)
Copywriter: Francisco Cassis (Leo Burnett Iberia)
Art Director: Fred Bosch (Leo Burnett Iberia)
Art Director: Sergio Lobo (Leo Burnett Iberia)
Digital Creative: Fred Bosch (Leo Burnett Iberia)
Creative Advisor: Tura (Leo Burnett Iberia)
Head of Digital: Asier Garcia (Leo Burnett Iberia)
Head of Programming: Victor Moreno (Leo Burnett Iberia)
Head of PR: Sarah Okrent (Leo Burnett Iberia)
Account Director: Ricardo del Campo (Leo Burnett Iberia)
Account supervisor: Elisabetta Lerbini (Leo Burnett Iberia)
Account supervisor: Felipe Garcia (Leo Burnett Iberia)
Account Executive: Barbara Giganto (Leo Burnett Iberia)
App developer: Iphonedroid (Iphonedroid)
Producer: Hugo Lage (Leo Burnett Iberia)
Producer: Rui Lousão (Leo Burnett Iberia)
Media placement: Mobile Application - Apple Store, Android Market - December 2010

Describe the objective of the promotion.
We needed to present the new Punto Evo to a target addicted to technology. And because we wanted them to know everything about the great new features of the car, we decided to use the gadget they love the most: their smart phones.

Describe how the promotion developed from concept to implementation.
We realized that QR Codes are nothing but patterns that our phone can recognize to extract additional information. And we can find all sorts of similar patterns in the streets of any city in the world: Traffic signs.

That’s why we created Fiat Street Evo, an app that reads any traffic sign as a QR Code, turning streets into the most innovative car catalog in the world.

Simply by aiming at any sign, one could find out about each new feature of the car.

But how did we get these tech addicts to read a catalogue? We made Street Evo a promotion.

Explain why the method of promotion was most relevant to the product or service.
Simple.

We hid amazing prizes within traffic signs. And the first ones to come across prizes got to keep them.

With just a mobile application promo, we created the biggest outdoor campaign in Fiat’s history.

Describe the success of the promotion with both client and consumer including some quantifiable results.
In just a week, more than a million signs were spotted.

Fans loved it, experts loved it and users have already chosen it as the best Spanish app of the year.

Plus, the app connected people directly with their nearest retailer via GPS, and allowed them to make an appointment for a test drive.

Street Evo is already Fiat’s most seen catalogue ever, and will be used as a platform for future launches all over the world.