Create a catalogue for Fiat’s most advanced car in history, that could be equally surprising and engaging for a target addicted to 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 SE 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!

In just a week, more than a million signs were spotted, turning this catalogue into Fiat’s biggest outdoor campaign ever.Fans loved it and experts too (it was chosen Spanish App of the Year by the users).It’s already the most seen catalogue in Fiat's history, and will be used as a platform for future launches all over the world.