| Title | FIAT 500 FITTING ROOM |
| Brand | AUTOITALIA ROMANIA |
| Product/Service | FIAT 500 |
| Category |
A05. USE OF AMBIENT MEDIA: LARGE SCALE |
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Entrant Company
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MEDIA CONCEPT STORE Bucharest, ROMANIA
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Advertising Agency
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MEDIA CONCEPT STORE Bucharest, ROMANIA
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Media Agency
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MEDIA CONCEPT STORE Bucharest, ROMANIA
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Production Company
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MATT DESIGN & PRODUCTION Bucharest, ROMANIA
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Credits
| Nicoleta Padure |
Media Concept Store |
Managing Director |
| Vera Gavrila |
Media Concept Store |
Client Service Director |
| Mihaela Paduraru |
Media Concept Store |
New Business Director |
| Andreea Popescu |
Media Concept Store |
Strategy Director |
| Maria Gabriela Diaconita |
Autoitalia Romania |
Btl And Creative Manager |
| Loredana Constantin |
Autoitalia Romania |
Marketing Manager |
| Laurentiu Constantin |
Matt Design/Production |
Managing Director |
Results and Effectiveness
We registered 700% increase in positive response for the drive test, at the end of the 4 weeks campaign, at national scale.
Above 300 pictures of women enjoying Fiat 500 Fitting Room experience were uploaded on Fiat Romania Facebook page.
With these numbers, the campaign became the most successful drive test campaign in the history of the brand, in Romania.
Creative Execution
In five important Romanian Mall across the country, we built an in store Fitting Room where the ladies could enter, close the curtains and enjoy the multi-sensorial experience of a Fiat 500, in a private context.
To cultivate the fitting room feeling till the end, we let them explore a The Fiat 500 dress collection, inspired by the brand and created by a young Romanian designer. The chance to win a customized dress from the collection came along with filling in the spaces for the drive test request form. The most boring part of the paper work for the drive test evolved into the most wanted activity.
Insights, Strategy and the Idea
The objectives: Raise the number of Fiat 500 Drive Tests, increase awareness for the ~fashion~ attribute, time spent with the brand, despite the competition.
Target: Sophisticated career women with a vivid fashion sense that love to spend their weekends on shopping; their car is an expression of their lifestyle.
The insight:
Since the showrooms are placed far way from the city center, we though about bringing the car closer to the ladies and place it in areas where they usually go for shopping: in malls. But, when it comes to exhibited cars in public places, women are usually feeling uncomfortable to get inside it, avoiding to become a target for the curious glimpses of people passing by.
The Idea:
In this context, we invited the ladies into a discrete& cozy environment to try on the car and see how well it fits them: Fiat 500 Fitting Room was born.