Fiat Promo, Case study FIAT STREET EVO by Leo Burnett Iberia Madrid

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FIAT STREET EVO

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Industry Cars
Media Promo & PR, 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 September 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: FIAT
Product/Service: CAR CATALOGUE APPLICATION
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 Iberial)
Art Director: Sergio Lobo (Leo Burnett Iberia)
Digital Creative: Fred Bosch (Leo Burnett Iberia)
Head of Digital: Asier Garcia Barroso (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)
Creative Advisor: Tura (Leo Burnett Iberia)
Producer: Hugo Lage (Leo Burnett Iberia)
Producer: Rui Lousão (Leo Burnett Iberia)
Media placement: Mobile Application - Apple Store, Android Market - July 1st, 2010

Summary of the Campaign
We used technology to create a catalogue like no one had ever seen before.

The Situation
Fiat launched Punto Evo, its most avanced car ever. It had all the gadgets and all the technology of other famous cars, but in a Fiat.
We needed to surprise people with something that put the car in their minds and finally change their perception of Fiat as a brand.

The Goal
Sell Fiat’s most advanced car in history with something equally revolutionary in order to maximize publicity and boost the brand’s technological side.

The Strategy
We realized that street signs are patterns just like the QR Codes used in Mobile advertising. So, 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 (and probably the most extensive new medium too).

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

Execution
But it's no fun reading a catalogue. That's why Street Eveo was actually a game.
To get people to use the app, we hid an actual Punto Evo and hundreds of prizes within traffic signs.
The first ones to come across gifts got to keep them. And in the meantime, they learnt about Punto Evo and its features. Simple!

Plus, Street Evo showed people the way to the nearest dealer and allowed them to make an appointment for a test drive.

Documented Results
In just a week, more than a million signs were spotted, turning this 'small' catalogue into Fiat’s biggest outdoor campaign ever.
Fans loved it and experts too (it was chosen Spanish App of the Year by the users).
It’s already the most seen catalogue in Fiat's history, and will be used as a platform for future launches all over the world.