LAUNCHING FIAT'S MOST SOCIAL CAR
Pitched project for the launch of Fiat 500L Trekking in Portugal.
PROBLEM
Engage one of the most difficult targets - Millennials - into a new model for the FIAT 500 line.
Activate the product online and offline, creating a high visibility brand experience in Portugal's main cities - Lisboa & Porto.
Activate the product online and offline, creating a high visibility brand experience in Portugal's main cities - Lisboa & Porto.
IDEA
Go digital and live at the same time, empowering millennials themselves with the opportunity to drive 500 L Trekking cars around Lisbon and Oporto, and promote the new Fiat car.
Explore your social skills was the challenge created to find the top-notch social skills masters that were able to fulfil all the challenges (created to highlight the new model best features: beats audio system, Lavazza expresso machine, sports look and off-road driving), and interact with the people passing by the car and have fun at the same time.
Each contestant had a week to complete the different challenges with only 3 available tools: the car to showcase, an iPad to view the daily challenge and post pictures and videos on the Facebook app, and their best face, smile and social skills.
Explore your social skills was the challenge created to find the top-notch social skills masters that were able to fulfil all the challenges (created to highlight the new model best features: beats audio system, Lavazza expresso machine, sports look and off-road driving), and interact with the people passing by the car and have fun at the same time.
Each contestant had a week to complete the different challenges with only 3 available tools: the car to showcase, an iPad to view the daily challenge and post pictures and videos on the Facebook app, and their best face, smile and social skills.
In the end, Facebook users voted to find the best contestant to win the awesome prize: A week in Italy with a 500 L Trekking for driving around.
RESULTS
+10K people walked around the car and the contestants in the streets;
15K new Facebook fans;
+35K app access and voters;
300+ new, Fresh and real-time posts on Fiat Facebook page;
National TV segment piece broadcast;
1 lucky winner and thousands of happy people experiencing the new car.
15K new Facebook fans;
+35K app access and voters;
300+ new, Fresh and real-time posts on Fiat Facebook page;
National TV segment piece broadcast;
1 lucky winner and thousands of happy people experiencing the new car.
AWARDS
Bronze for the category Digital Activation at Lusos - Creativity Festival for the Portuguese speaking countries.
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