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.

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.