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 an SMS got an 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, and address data was collected. Different newspapers reported on the Fiat 500 Megaposter. A man even proposed marriage to his girlfriend via the 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.