To promote the new Fiat Punto Evo Leo Burnett in Madrid built a mobile app that treats road signs like QR Codes. By capturing the signs with the app, users get information on various features of the Evo – e.g. a stop sign will tell the user all about the new breaking system.
In addition, Street Evo was also a game, hundreds of prizes were hidden in the traffic signs, the first ones to discover them won the prize. Fiat managed to create their largest ever outdoor campaign with over 1,000,000 traffic signs being spotted on week one.
The app also directed people to their nearest Fiat dealer via GPS which saw an 82% increase in test drives.