Web strategy communicated the product spirit and substance, without explaining its features: an online 3+3 space was built - in line with the claim "3 seats in the front and 3 in the back, all real" - with an international competition (Italian, French, Spanish, Polish, UK and International English versions).The 3+3 concept has been communicated through a graphic symbol created ad hoc, appealing and able to suggest Multipla's seating arrangement, and through the competition mechanism itself: user data registration and upload of a picture representing 3+3 concept (13 September – 15 November 2004).

The minisite, included a Flash intro with teaser aim and full screen navigation, has the purpose of traffic and list building.

The online activity represents the new Fiat brand well – close to people and their everyday life, with freshness, energy and humour.The 3+3 project is important for the client, because it represents the first online international competition for Fiat (joined by 70% Italian, 12% Spanish, 6% French, 8% Polish, 2% English users and 2% International version users).Posted pictures were surprising for their conceptual level and, from the six website versions, they have developed a user database - organised by country - to be used for future web marketing activities.