Fiat’s road sign treasure hunt in Madrid

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.

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s