Fiat introduces the world's first point-of-view store: Fiat Live Store. Consumers have a guided-tour with an Expert introducing every Fiat car. Cannes Innovation Award 2014.

Consumers are used to shopping around online for their next car, and we wanted to increase the chances of that next car being a Fiat. We were tasked with developing a digitally led launch campaign for the new Fiat Punto, targeting a young adult audience.

Fiat Live Store was created to make the digital experience more human and completed and, at the same time, to diminish the gap between virtual experience and the real experience of the car itself.

Only at Fiat Live Store consumers have a guided-tour with an Expert introducing every Fiat car, answering any question, totally live (everyday from 10am to 10pm). The Experts use an eye-level camera that gives the users an inside-the-car-feeling. If someone doesn’t feel like talking to an Expert, just hitch a ride on someone else’s tour. And more than just a short-lived campaign, Fiat Live Store became a new business model.

Open to the public since September 2013, Fiat Live Store already has impressive numbers:

More than 2,000 hours of live streaming; Average of 465,000 monthly users; 67.4% of the live tours led to test drives; 280 average daily live chats; 7.5 average of minutes spent on a live chat.