THE INTERACTIVE PARKING BILLBOARD
| Title | THE INTERACTIVE PARKING BILLBOARD |
| Brand | FIAT |
| Product/Service | PARK ASSIST |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Entrant Company
|
LEO BURNETT FRANKFURT, GERMANY
|
|
Advertising Agency
|
LEO BURNETT FRANKFURT, GERMANY
|
Credits
| Andreas Pauli |
Leo Burnett |
Cco |
| 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 |
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?
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.
Ever increasing numbers of cars in overcrowded city centers mean that there are fewer and fewer parking spaces and that the spaces are getting smaller. Using innovative technology and a very special parking assist system, we turned an extremely bothersome process into an enjoyable event and proved to drivers that parking is not only child's play but that above all, it can be a lot of fun too.