Brief

Provide digital display campaign to support the European launch of the Fiat 500X

Roles

• creative direction

• development oversight

Detail

The 500X marked a new era for the tiny 500 as Fiat attempted to gain some of the lucrative urban SUV market. The European launch campaign would feature magician Dynamo, who would perform at a special launch event and would also provide content and product endorsement.

To support the larger campaign I was responsible for the entire European digital campaign.

Display

The display campaign was split in two separate parts - the first to promote the launch & Dynamo association and the second being heavily product focused, showcasing the different launch models. The broad range of assets covered standard & rich banners, skins, takeovers, emails and custom mobile ads.

The display ads featured dynamic text elements, allowing transcreation for all European markets.

Launch event promotion

Product version promotion

Pre & post launch emails

Xbox

The Xbox platform was used to extend the audience reach, with in console ads leading to a Branded Destination Experience featuring videos, galleries, avatar props, sign-up forms and the ability to learn a trick from Dynamo.

Selection of screens and avatar prop

Xbox unit walkthrough

Results

Within the first five days, the Xbox unit delivered over 80,000 unique visitors and the resulting digital campaign won the AutoTrader 2015 'Click' Award for Best Integrated Marketing Campaign.