We created a website based on the concept “One thing leads to another. Fiat’s New Doblò leads to them all”. Consumers were invited to write something that lead to something else. Next, cartoonists did drawings mixing the users’ ideas with Fiat’s New Doblò. From January 18th to the 22nd, twelve artists took turns, 8 hours a day, to convert the consumers’ ideas into illustrations, broadcast live on the website. The thousands of drawings suggested by the consumers were used in the pieces of New Doblò’s campaign. On this website, each one of the 6,000 created drawings generated wallpapers for download and videos, which could be watched on-demand or shared on social networks.

Thanks to the buzz and to the wide publicity on social media, the website registered nothing less than 51,000 visitors during the 5 days of cartoonists’ performances. More than 8,500 requests for drawings were done, and the only reason that made us unable to attend to all of them was a waiting list that achieved the number of 200 simultaneous requests. Such an unexpected initiative guaranteed an average permanence of more than 7 minutes per visitor on the website.