Here’s a great iPhone app from Leo Burnett Madrid. To promote the new Fiat Punto Evo to a tech savy target market they came up with this mobile app that treats road signs like QR Codes. By capturing the signs with the app, users get information on various features of the Evo. For example; a stop sign will tell the user all about the new breaking system, a curve ahead sign will tell the user that the car has an intelligent lighting system that guides you in curves. For added incentive Street Evo was also a game, hundreds of prizes were hidden in the traffic signs, the first ones to discover them won the prize!
With a small budget Fiat managed to create their largest ever outdoor campaign with over 1,000,000 traffic signs being spotted on week one. The app also directed people to their nearest Fiat dealer via GPS which saw an 82% increase in test drives. What a great way to showcase all the new features of the Fiat Punto Evo. I’m sure they’ll be rolling this one out across other regions, what do you think? Would this generate as much engagement in say Australia, UK or USA?
So you have to point at a stop sign before you get told features. That’s useful.
Very cool. However, I suspect the car has a braking system, not a breaking system. Unless it doubles as some sort of construction equipment.
This is a great idea!!
@Paul – agree
@gerry what would you have changed?
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[...] (credits) appautomotivecontestfiatiphonelocallocationmarketingpush servicesQR [...]
I think the unlocking prizes thing would’ve been key to drawing people in to using it. The test drive locator is an awesome touch too. But it’s a very good idea at it’s base – I’m sure we’ll see more people using everyday common symbols as QR codes from now one. Nice.
I’m sure this will open a road for many new apps using things in real life to become something else.
amazing idea
This is a lion my friends.
[...] black pixels that form the patterns your smart phone can read. The folks at Leo Burnett Madrid created a smart phone app that reads far simpler patterns: street signs. Their app is designed to scan and recognize each [...]
[...] Fonte: Digital Buzz [...]
[...] Rysunek 3 – http://www.digitalbuzzblog.com/fiat-iphone-app-casestudy/ [...]