The Fiat Seicento is a small, funky about-town car that Fiat were offering a £500 discount on to sell as many as possible in time for the new registration. Research showed that our audience of young women researched new cars on-line, so we developed a viral commercial that ran on fiat.co.uk. It reached number one on the Lycos viral chart; was responsible for a third of Fiat’s projected annual sales and, pound for pound, is the most effective campaign Fiat has ever produced.