This is a story about how the web can unleash the creativity of impassioned consumers to re-define the product and business model of established brands and entire industries. Fiat is the largest car brand in Brazil. It has a history of challenging convention and setting the pace as the emerging Brazilian market continues to grow in value and volume. The Fiat Mio initiative was created to enable car enthusiasts to set the agenda for the car of the future.

We created a platform were people could share the ideas among them and with the FIAT engineers. With a great campaign, we engaged a lot of people and had to be very open for the dialogue with the community. All the process was registered in video documentary and shared on Internet. The concept car built in the end of the project was the star of Sao Paulo auto show 2010.

17,000 people from 160 countries became involved in the project, generating an unprecedented level of collaboration and creativity between brand and consumer. The programme created the reality of the first ever crowd-sourced car; the current Fiat Mio concept car. "That’s what Mio has brought us, a different way to think about cars, a way of sharing the decision making process, a way of looking more on the outside than on the inside." João Ciaco – Fiat’s CMO for Brazil "It’s interesting to see that the company itself places the consumer, the consumer’s voice, ahead even of the product". Elisângela Bueno – Fiat Mio’s creator since 2009