This was a EMEA product launch so the difficulties in developing something that could work within the individual restrictions of each country are formidable.

Variations in fundamental issues such as if or to what extent the product can feature mean that TV is a very difficult platform for an international product launch.

By working with a performer such as Dynamo who as well as having an incredibly high TV presence also has a huge online audience we were able to avoid that particular minefield.

Online also allowed us to be more interactive and gauge almost immediately how each piece of content was being received. (We’d have 1000 comments within a few hours of each posting).

The idea was to move between media in the way that a modern audience does, being able to experience the campaign through online, print, our VR app and live experiences.

We were also very keen to create branded content in partnership with Dynamo rather than branding his content which was fundamental to getting an outcome that was positive exciting for both FIAT and Dynamo.

The Power of X live event was promoted in both Fiat’s and Dynamo’s social media channels over several weeks, to both peak interest, and develop a narrative toward the live event. Through a series of short online films (supported by promotion in printed press channels) a level of intrigue was created that resonated with both Dynamo’s and Fiat’s audiences.

So far over 1 million people have experienced the Virtual Reality activity across Europe.

The teaser activity received 10.2m+ views with a reach of at least 240m. Over 4.7 million people have visited the Fiat 500X website so far.

1300+ people attended the invitation-only launch event at London’s Copper Box Arena, Queen Elizabeth Olympic Park and the YouTube film of the car reveal illusion has already had over 2.2m views without seeding.

In the first weekend after the launch, 70,000 people visited dealerships, with 1300 taking test drives in Italy alone.