In five important Romanian Mall across the country, we built an in store Fitting Room where the ladies could enter, close the curtains and enjoy the multi-sensorial experience of a Fiat 500, in a private context.

To cultivate the fitting room feeling until the end, we let them explore a The Fiat 500 dress collection, inspired by the brand and created by a young Romanian designer. The chance to win a customized dress from the collection came along with filling in the spaces for the test drive request form. The most boring part of the paper work for the test drive evolved into the most wanted activity.

We registered almost 300 applications for test drives in March, the most crowded time of the year for brands targeting sophisticated women attention.

700% increase in positive response for the test drive was recorded, at the end of the 4 weeks campaign, at national scale.

With these numbers, the campaign became the most successful test drive campaign in the history of the brand, in Romania.