Cannes Lions

FIAT 500

DOMMO CREATIVE CENTER, Madrid / FIAT GROUP / 2008

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Film
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Overview

Entries

Credits

Overview

Description

It is the first time that a car has been sold entirely on the Internet. The first five hundred Fiat 500s sold out in just 9 hours. We built up expectations surrounding the return of the icon that Marilyn Monroe once described as “the sexiest car in the world”. The website became the main point through which the first 500 were sold in record time, and the countdown teaser website gave Internet users the chance to play a game which involved blowing straight on to the computer screen to make bubbles appear. The bubbles disappear as fast as the car.

Execution

Pre-launch campaign of the Fiat 500. After launching the car over Europe with great expectations and success, Fiat wanted to improve these results in Spain. The challenge was to sell cars but with a strong positioning as an icon car.The promotion was to sell only 500 cars and only over Internet.

Outcome

500 cars sold in 9 hours, one every 65 seconds.More than 400% above clients’ sales forecast.

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