Cannes Lions

SOCIAL DRIVE

AGÊNCIACLICK ISOBAR, Sao Paulo / FIAT GROUP / 2013

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Overview

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Credits

Overview

Description

To launch the New Punto, a young and technological car, we created an usefull new feature for the product.

The Fiat Social Drive is an exclusive Fiat’s tool that allows the driver to connect to his social networks while driving in safe way. The user triggers the Fiat Social Drive by using voice commands and listen your friends’ last updates on Facebook, Twitter and Foursquare without take the hands of the wheel.

The service works with any mobile phone with Bluetooth. You need to create an account at the website and choose which friends you want to connect with.

Execution

We used the car sound system – connected with the phone by the Bluetooth – as a new and revolutionary media. More than just a media, we created a new special service for the owners of the cars, who wants to be always connected to their social networks.

Furthermore, this brand new feature was the main character of the launching media campaign of the New Punto.

Outcome

The Fiat Social Drive was released with exclusivity in all the New Punto family. In the month of the service launch, the cars sales raised 96% related to the month before. On average are sold 4,600 cars every month with this feature.

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