THE INTERACTIVE PARKING BILLBOARD
| Title | THE INTERACTIVE PARKING BILLBOARD |
| Brand | FIAT |
| Product/Service | PARK ASSIST |
| Category |
A06. Use of Ambient Media: Large Scale |
|
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 |
Brief Explanation
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?
Results and Effectiveness
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.
Creative Execution
Introducing the Interactive Parking Billboard. We went to the streets of a major German City to demonstrate just how easy parking can be with Fiat’s parking assistant. Our interactive video billboard was there to help. We developed our own software, linked to ultrasonic sensors. This monitored the parking space and controlled very special parking assistants. The individual video sequences were played back according to our script so that the distance between the hands precisely matched the distance to the car behind.
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Insights, Strategy and the Idea
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.