In a joint initiative between Weve and Ocean Labs, Fiat 500 is offering fashionistas a chance to experience the new interiors and colours of its 500 model through a unique mobile-activated, geo-targeting campaign at selected OOH locations in three major cities across England.
The campaign was created by Maxus, Weve and Ocean Labs, with planning and buying from Maxus and creative by Krow and Doner.
The Fiat 500 ‘Cult Couture’ campaign kicked off on 2 June, focusing on high footfall premium advertising locations at the Wall @ Westfield, The Screen at New Street in Birmingham and the Liverpool Media Wall, and runs for two weeks.
Fiat is targeting an audience of fashion-conscious drivers in key pedestrian mall and fashion-led environments, to deliver the message that the Fiat 500 is a fashionable car icon.
The campaign uses Weve’s geo-locating service to engage with consumers with contract smartphones, who have opted in to receive third party communications. During the campaign, when those participating audiences come within a half-mile radius of the three Fiat 500 digital screens, they will receive an SMS inviting them to ‘Sit in the chic new Fiat 500’ via their web browsers. Once the user clicks the link, an interactive creative appears allowing the user to move the phone through gyroscopic technology and view the new Fiat 500 interiors in 360 degrees. The creative also invites users to change the interior colours, demonstrating the new range of ‘cult’ trims on offer. Users can also access further information and book test drives through Fiat.
Read more about Ocean Labs at www.oceanoutdoor.com/labs