If we wanted to sell Fiat’s most advanced car in history to the most tech-savvy generation that ever lived, we needed to do something outstanding. That's why, for the new Punto Evo, we decided to evolve the way we present a new model, and let people discover it through technology.

We realized that QR Codes are nothing but patterns that our phone can recognize to extract additional information. And we can find all sorts of similar patterns in the streets of any city in the world: Traffic signs.

So, we created Fiat Street Evo, an app that reads any traffic sign as a QR Code, turning streets into the most innovative car catalogue in the world. Simply by aiming at any sign, one could find out about each new feature of the car. At the "stop" sign, we presented the Start & Stop system. At the parking sign, parking sensor. Etc... But for people it’s no fun reading a catalogue. That's why Street Evo was actually a game.

To get them to use the app, we hid amazing prizes within traffic signs. And the first ones to come across prizes got to keep them. Simple!

With just a mobile application we created the biggest outdoor campaign in Fiat’s history. In just a week, more than a million signs were spotted. Fans loved it, experts loved it and users have already chosen it as the best Spanish app of the year. Plus, the app connected people directly with their nearest retailer via GPS, and allowed them to make an appointment for a test drive. Street Evo is already Fiat’s most seen catalogue ever, and will be used as a platform for future launches all over the world.