Tuesday, August 4, 2009

CASE STUDY : FIAT 500 - The Life-alike Car

The communication goal:
Was to demonstrate that the Fiat 500 isn’t only a lifeless article, but rather a character, a real person full with life, so that the consumer can get in touch with it.

The TG:
The target audience was between 18 years and 35 years

The Idea:
To bring him to life, they brought together for the very first time in Germany four media channels – billboard, LCD ticker, text messaging and internet.

Location: Checkpoint Charlie, Berlin.
Medium: Billboard
Size: 2 posters, 20 x 30 meters each.

The Inter-Activity:
Passers-by could text a message, then read it in a minutes time on the billboard’s LCD ticker. The Fiat homepage ran a live feed to the billboard, and visitors on the website were able to publish their own text messages on the LCD at the location mentioned above.

Apart from that, the commuters in and around the location at Berlin could send a SMS message both via their cell phones and via net.

The Result:
The campaign got coverage in different newspapers as it gave the brand both the footfalls and the eyeballs, as over 1000 SMS were send, 82 test drives were booked, address data etc. were collected. Different newspapers reported on the Fiat 500 Mega-poster (term used abroad for the roadside billboards)

The lucky winner:
A man even proposed marriage to his girlfriend via LCD Mega Poster. In answer to that, Fiat started a successfully search for the couple via SMS Ticker themselves. The wedding car was a Fiat 500 sponsored by Fiat.

Agency: Leo Burnett Frankfurt, Germany.
Country: Germany.

No comments:

Post a Comment