Cannes Lions

FIAT 500

GREY MEXICO, Mexico City / FIAT GROUP / 2012

Film
Film
Film

Overview

Entries

Credits

Overview

Execution

The creative solution consisted in building a two-fronted car, which was parked in several streets, in different specific locations, all nearby where our target lives and moves (shopping malls, restaurants and houses).The main location was next to a billboard, communicating de Rear View Camera Message. In every other place where we parked the car, we put a vinyl floor graphic right next to the car, in the street, also communicating idea and the benefit of the product.

Outcome

The communication succeeded, not only because it generated awareness of the new benefit the product included, but because the car’s awareness itself grew, and this was reflected in a 30% increase in test drives after we launched our double-fronted car on the streets.And besides that, Fiat 500 was talked about in social media without any investment, because people took pictures of the car and uploaded them by themselves, which generated free word of mouth for the car.

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