1957: A legend is born. Fiat 500.2007: Comeback of a legend.500 days before the new model launch, the '500 wants you' campaign made its debut as the greatest interactive, multimedia platform in the automotive category.'500 wants you' has given voice to people through games, initiatives, contests; from proposals for design and accessories to communication ideas for the launch campaign.It collects information through an extraordinary channel of exchange with the users, available in 6 languages - Italian, International English, Japanese, French, German and Spanish.The new 500 becomes ‘the first car for the people created by the people’.

Launched in May 2006, updated with 5 releases, '500 wants you' is an innovative project, unprecedented in the communication scenario, communicated in a fresh, unusual form.

The drive-to-web adopted digital PR activities, spreading call to action on forum, discussion boards and blogs, together with an interactive banner campaign with gaming and musical overlays.Moreover, guerrilla marketing and ambient techniques: from light poles to elevator walls, from car and motorbike bodies to the wrists of thousands of Europeans.More traditional media supported the project, including print ads and events - for instance, workshops with schools and editorial initiatives like books and exhibitions.