Title	FROM THE PILOT
Brand	FIAT
Product/Service	AUTOMOTIVE
Category	A11. Excellence in Audience Engagement or Distribution Strategy for Branded Content
Entrant	PEOPLE INITIATIVE Istanbul, TURKEY
Idea Creation	PEOPLE INITIATIVE Istanbul, TURKEY
Media Placement	PEOPLE INITIATIVE Istanbul, TURKEY

Name	Company	Position
Ulaş Bozan	People Initiative	Content Director
Barış Türer	People Initiative	Media Manager
Oya Kaya	People Initiative	Media Group Head
Kemal Akkanat	People Initiative	Media Group Head
Elif Gökdemir	Voden	Brand Director

The Campaign

We planned to create a project aligned with Fiat Egea’s motto and claim to change customer’s perspective about automobiles. We decided to put “changing perspective” approach to the center of our media communication. The question is, how can we exemplify an automotive brand’s claim to change people’s point of view in media sector with an innovative experience? TV is a traditional medium for media which has established set of rules. Audio or visual recognition via technology is nothing new either. But what would be the end result if these mediums were combined?

Creative Execution

The final scene was shot at 360 degrees and made to available for Shazam. Special spots and countdown sub-bands were prepared in order to make the audience aware of Shazam option. At the final episode while the TV audience was not able to see the murderer of the main character the ones who used Shazam has discovered the murdered via 360 degrees shot and the audience get the opportunity to be involved in a published content for the very first time. The ones, who have missed the experience, were directed into Fiat’s social media accounts where they can find a spot prepared for them to catch up with this unique experience. The ones, who searched this online on searching engines, were also directed to the link of 360 degrees video via Adwords advertisements. A similar experience was made available for the digital viewers of this final episode with pageskin.

In this project, which was held for the first time in Turkey, 57,578 people entered into the plot while watching TV. The world record in the usage of spontaneous secondary screen experience was broken. The 360 degree scene which was shared on social media accounts of FIAT and the TV series itself, has earned 2.3 million viewing and14 thousand interactions. Viewers shared their experience through their comments on social media which reveals the positive impact of this campaign. Most important of all Fiat has carried screen experience into a new level.

This project is important in terms of brand positioning, introducing a new product and bringing a new approach to media communications.This process resembles an excellent example of product placement to a TV series to introduce new products; the way specific Fiat Egea models are assigned to specific characters within the series, communicates with the target groups of each model. On the other hand, this work uses Turkish audience’s tendency to watch TV series as a source of entartainment and even deliver them a further joy by giving them a chance to get involved in the written plot.

Fiat started with sponsoring one of the most popular Turkish TV series called “Icerde”. Through this TV series Fiat has introduced its new series Egea by giving them to the suitable characters within the TV series. When the final episode comes, Fiat comes forward with a project which is aligned with its main motto “Game Changer”. The audience was given an opportunity to find the murderer of the main character themselves through a second screen experience whereas only TV viewers were left with an unanswered question. This project is important for two main reasons; one of them is bringing two unexpected mediums together, TV and Shazam, and the second one is involving the audience into the plot. Fiat has managed to achieve its goal of offering an innovative experience and changing audience’s perspective.