Cannes Lions
OGILVYONE JAPAN, Tokyo / FIAT GROUP / 2008
Overview
Entries
Credits
Execution
Our media strategy was a promotional tour of a Fiat with a giant paintbrush mounted on the roof creating GPS art across Japan. With an actor portraying Mr. Leonardo behind the wheel, the Fiat stopped at events, high-traffic areas and dealerships. These appearances drove people to the artxscience website, where what the Fiat was “painting” would be revealed: Leonardo’s famous works drawn in GPS art across thousands of miles.
Outcome
Fiat website visits almost quadrupled to 4,000 on average a day, with 134,949 total campaign visits. Leonardo’s Fiat Blog received 36,045 unique hits. By combining the online media space with on-the-street promotion, Fiat brought value to both spaces and placed itself on the cutting edge in the minds of the Japanese consumer.
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