Challenge

Develop a pre-launch campaign to showcase the 500X before people could test drive it, to raise awareness and drive sign-ups/leads amongst potential customers before the car was physically available.

Objective

A common creative thread that could resonate and activate the audience across 23 European countries simultaneously and deliver the most important of results – test drives.

Strategy

Cars have been ‘revealed’ ever since motor shows and car launches have existed, usually performed through the medium of a swiftly removed dust cover in front of a waiting pack of hacks. We needed to find a hook that would both attract attention and present the car spectacularly.

Execution

"The Power of X” campaign launched with a series of 676 events showcasing the car and our unique, live action VR experience.

Working with the world’s most watched and most followed magician we created an interactive experience and a world first illusion to break the norm.

We worked closely with a VR film specialist to develop 360degree, 3D film content. We sourced VR headsets (that weren’t available as commercial release) and worked with a hardware provider to build bespoke servers suitable for running such a processor-heavy video.

Due to the high-spec machines, we had to stagger pan-European install dates in order to ensure machines were always available. Working with the client we mapped key markets/cities in which to run the activity.

We promoted the events via social media channels, using footage and imagery from previous events to create intrigue and build excitement for the next.

The Power of X Tour featured in 676 Fiat Showrooms and other targeted locations across 74 cities in 23 countries in Europe being used by over 1 million people.

In the first weekend after the launch, 70,000 people visited dealerships, with 1,300 taking test drives in Italy alone.

Social Media Content Stats

Total reach across all channels 273.6M

Total video views 10.4M

Website visits 6.7M

Total Permissions 100K

Total Leads 41K