Due to the predominantly female target audience, we have determined Cosmopolitan Magazine as the effective touch point. We placed six different removable wheel rim options that were made out of magnets on the Fiat advertisement page. Blank magnetic wheel rims could be removed and placed on the Fiat 500 image according to consumer preferences. Thus, the one-sided communication channel i.e. magazine ad was converted to an interactive format, allowing the consumer to live the experience. This was the first time usage of interactive print media in Turkey. We enabled women to try out their new 'wheel rims' as if they would do with any other fashion accessories.

We brought the campaign message 'personalised solutions for women' to women at their comfort zones. Furthermore, by creating a stronger connection between the brand and consumers, we have reached 18,000 women and enabled them to experience the brand message.