Fiat 500 - due in nine months
Today, exactly nine months before the launch, marks the start of a new advertising campaign to announce the debut of the Fiat 500 on September 15, 2007. And an unusual competition is being launched at the same time. Known as “Baby Boom”, it addresses expectant mothers who will have a chance to win one of the new cars by registering on the www.fiat500.com site; the only requirement for participation in the final draw is that the child’s date of birth must coincide with the date the car is presented.
This original venture was designed by the creative team of the “500 wants you” interactive multimedia platform, devised and developed with the Leo Burnett Torino and Art agencies. Like the birth of a child, the debut of a new car is a very important event, and a plan was prepared for this debut, which began 500 days before the official launch and is now touching all areas of communications: from advertising to viral marketing, fashion and photography.
But it is online that the “500 wants you” project has been most successful, thanks to the www.fiat500.com site. And the figures underline the amazing success of this venture: approximately 14,750,000 page views, over 2,397,000 visits, almost 1,875,000 unique visitors and more than 29,300 registered users. And that is not all. Over 166,500 configurations and 22,480 suggestions have been submitted through the Concept Lab. Plus: 682 contributions to “500ology”, 1,262 mascots sent in, 1,456 jingles composed and 1,443 MP3s downloaded, 1,057 drawings for Designboom and 20 proposed homepages. And with nine months to go to the launch, ideas continue to flow in, and new initiatives are about to start.
In addition to the Baby Boom competition, visitors to the site can express their creative ideas with the “500 Sticker Art Contest”, a competition that is open to all graphic designers, street artists, tattoo makers, freestylers, food designers and other visual artists. Users of the site will select the five finalists for the best customisation for the car exterior, and the winner will receive a “500 wants you” gold ingot.
In the meantime the Concept Lab II virtual laboratory continues to expand, giving people an opportunity to create their own customised interior. But the ideas will not stop here. Other proposals will follow, so that the next nine months will pass in a creative atmosphere that reflects the Fiat 500 philosophy: “a car for the people, born from people’s dreams”.