THE INTERACTIVE PARKING BILLBOARD
| Title | THE INTERACTIVE PARKING BILLBOARD |
| Brand | FIAT |
| Product/Service | PARK ASSIST |
| Category |
B02. Use of New Technology in a Promotional 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 causes headaches for millions of drivers every day? Parking does. That's why parking assist systems are becoming increasingly important. Despite this, there are still many drivers on the road who do not have a reliable parking assist system. Our goal was to remind people that parking with the Fiat parking assist system is not only child's play but also stress-free, safe and extremely cool.
Campaign Success
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
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.