Brand Experience and Activation > Use of Promo & Activation

THE INTERACTIVE PARKING BILLBOARD

LEO BURNETT FRANKFURT, Frankfurt / FIAT GROUP / 2015

Awards:

Shortlisted Cannes Lions
CampaignCampaignLayout(opens in a new tab)
Case Film
Presentation Image
1 of 0 items

Overview

Credits

Overview

BriefExplanation

We targeted drivers of other makes of car for whom the idea was supposed to provide a decisive impetus to buy a new Fiat with parking assist system. For Fiat, this was a great opportunity to give entirely new energy to a feature that is not really novel.

ClientBriefOrObjective

What continues to cause headaches for millions of drivers? Parking does. That's why parking assist systems are becoming increasingly important. But how can the extremely bothersome parking process be turned into an enjoyable event? And how can a subject that is not really entirely novel, be given new energy in a completely different way?

Outcome

During the campaign, the Interactive Parking Billboard increased demand for Fiat models with parking assist systems by 14%, it became a talking point around town, and ensured a substantial drop in the number of dented bumpers.

Relevancy

What do you do if you are driving with no parking assist system or you just don't have a passenger to direct you into a parking space? You rely on the interactive Parking Billboard from Fiat – the first video billboard to help drivers with parking. We went to the streets of a major German City to demonstrate live just how easy parking can be with this system. We developed dedicated software that used ultrasonic sensors to control our parking assist system on the Billboard. The individual video sequences were played back following the script so that the distance between the hands precisely matched the distance to the car behind.

That made parking more stress-free, safe, and child's play – the likes of which had never been seen before.

More Entries from Use of Ambient in a Promotional Campaign: Large Scale in Brand Experience and Activation

24 items

Grand Prix Cannes Lions
LIFEPAINT

Cars & Automotive Services

LIFEPAINT

VOLVO, GREY LONDON

(opens in a new tab)

More Entries from LEO BURNETT FRANKFURT

24 items

Silver Cannes Lions
PAINTER

Other Vehicles, Automotive Products & Services

PAINTER

FIAT GROUP, LEO BURNETT FRANKFURT

(opens in a new tab)