To bring him to life, we brought together for the very first time in Germany four media channels – billboard, LCD ticker, text messaging and internet. Location: Checkpoint Charlie, Berlin. Billboard size: 2 posters, 20 x 30 metres each. Passers-by could text a message, then read it on the billboard’s LCD ticker just minutes later. One person even texted a marriage proposal! The billboard was flanked by online activities. The Fiat homepage ran a live feed to the billboard, and visitors were able to publish their own text messages on the LCD ticker in Berlin too.

The ones who sent a SMS got a SMS-answer in return. Part of this SMS was a hotline giving the possibility to book a test drive. 497 SMS were sent 82 test drives were booked, adress data were collected. Different newspapers reported on the Fiat 500 Megaposter. A man even proposed marriage to his girlfriend via LCD Mega Poster. In answer to that Fiat started a successful search for the couple via SMS Ticker themselves. The wedding car was a Fiat 500 sponsored by Fiat.