Once the idea of having a FIAT Ducato perform the perfect parking maneuver on a billboard was born, we had to develop the right elements from the engine used on the billboard to the materials used to make the vehicle. Engineers, the agency and the billboard company together assembled the ideal combination to have it display the parking sensor feature non-stop. Several media channels were contacted to help promote the first billboard of its kind. And a making of promoted it extensively online.

21% increase in test-drive requests. Dealers also reported increased interests on the other vehicles that weren’t on the billboard. Proof that once we promoted the FIAT Ducato creatively, it served to show improve the image and awareness of the whole line. Months after there are still people who recall the billboard and dealers also report the fact that customers as a whole now view the FIAT Professional line as better value for the quality it represents.