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 December 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: FIAT
Product/Service: PUNTO EVO
Agency: LEO BURNETT IBERIA
Date of First Appearance: Dec 1 2010
Entrant Company: LEO BURNETT IBERIA, Madrid, SPAIN
Executive Creative Director: Chacho Puebla (Leo Burnett)
Creative Director: Francisco Cassis (Leo Burnett)
Creative Director: Sergio Lobo (Leo Burnett)
Copywriter: Francisco Cassis (Leo Burnett)
Art Director: Fred Bosch (Leo Burnett)
Art Director: Sergio Lobo (Leo Burnett)
Digital Creative: Fred Bosch (Leo Burnett)
Head of Digital: Asier Garcia Barroso (Leo Burnett)
Head of Programming: Victor Moreno (Leo Burnett)
Head of PR: Sarah Okrent (Leo Burnett)
Account Director: Ricardo del Campo (Leo Burnett)
Account supervisor: Elisabetta Lerbini (Leo Burnett)
Account supervisor: Felipe Garcia (Leo Burnett)
Account Executive: Barbara Giganto (Leo Burnett)
App developer: Iphonedroid (Iphonedroid)
Creative Advisor: Tura (Leo Burnett)
Producer: Hugo Lage (Leo Burnett)
Producer: Rui Lousão (Leo Burnett)
Media placement: Mobile application - Apple Store, Android Market - December 2010

Insights, Strategy & the Idea
If we wanted to sell Fiat’s most advanced car in history to the most tech-savvy generation that ever lived, we needed to do something outstanding.

That's why, for the new Punto Evo, we decided to evolve the way we present a new model, and let people discover it through technology.

Creative Execution
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.

So, we created Fiat Street Evo, an app that reads any traffic sign as a QR Code, turning streets into the most innovative car catalogue in the world.

Simply by aiming at any sign, one could find out about each new feature of the car. At the "stop" sign, we presented the Start & Stop system. At the parking sign, parking sensor. Etc..

But for people it’s no fun reading a catalogue. That's why SE was actually a game.

To get them to use the app, we hid amazing prizes within traffic signs. And the first ones to come across prizes got to keep them. Simple!

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

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.