Fiat is the European car brand with the lowest CO2 emissions. And they decided to take this position for their test drives as well. Instead of having people driving around with no purpose but testing cars, they created Drive For Good.

In it, people from the dealer would fill the cars' trunks with seeds and seedlings. Drivers would drive with a destination. An area of the city that needs more green. They planted trees and then came back, not only having tested a car, but also helping to make it up to nature.

Our idea was to invite people for a test drive where you don't just test the car, but also make it up to nature. The dealers would put seeds and seedlings in the cars trunks. Drivers would drive to an area in the city that needs more greenery, plant some trees and come back. People would not only test the cars but also help nature. Customers were invited through posters, direct mail and flyers to be a part of this new way of test driving.

These test drives are accomplishing two things. First, more people are coming to test drive Fiat's cars. And that helps to increase sales. Second, they strengthen Fiat's image as a brand that cares about the environment. People hear and read about these test drives, which helps the brand's image to become even more eco-friendly.