| Title | THE PARKING BILLBOARD |
| Brand | FIAT |
| Product/Service | PARK ASSIST |
| Category |
C04. Installation (Sculptural/ Spatial) & Environment |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
Credits
| Andreas Pauli |
Leo Burnett |
Chief Creative Officer |
| Benjamin Merkel |
Leo Burnett |
Creative Director |
| Helge Kniess |
Leo Burnett |
Creative Director |
| Daniela Ewald |
Leo Burnett |
Creative Director |
| Joerg Hoffmann |
Leo Burnett |
Creative Director |
| Viktor Kislovskij |
Leo Burnett |
Creative Technologist |
| Kirstin Schmitt |
Leo Burnett |
Client Service Director |
| Alessia Bellini |
Leo Burnett |
Account Supervisor |
Brief Explanation
We targeted drivers of other makes of car for whom the idea was supposed to provide a decisive impetus to buy a new Fiat with parking assist system. For Fiat, this was a great opportunity to give entirely new energy to a feature that is not really novel.
The Brief
What continues to cause headaches for millions of drivers? Parking does. That's why parking assist systems are becoming increasingly important. But how can the extremely bothersome parking process be turned into an enjoyable event? And how can a subject that is not really entirely novel, be given new energy in a completely different way?
How the final design was conceived
What do you do if you are driving with no parking assist system or you just don't have a passenger to direct you into a parking space? You rely on the interactive Parking Billboard from Fiat – the first video billboard to help drivers with parking.
We went to the streets of a major German City to demonstrate live just how easy parking can be with this system. We developed dedicated software that used ultrasonic sensors to control our parking assist system on the Billboard. The individual video sequences were played back following the script so that the distance between the hands precisely matched the distance to the car behind.
That made parking more stress-free, safe, and child's play – the likes of which had never been seen before.
Indication of how successful the outcome was in the market
During the campaign, the Interactive Parking Billboard increased demand for Fiat models with parking assist systems by 14%, it became a talking point around town, and ensured a substantial drop in the number of dented bumpers.