We wanted people to experience the new Fiat Toro.

So we did this in a place they usually spend some time inside their cars: a Drive-in theater (last in Latin America).

Before the movie started, a commercial was aired, in which our character asked people to unlock their smartphones.

Through the radio of their cars (tuned in the Drive-in’s own radio frequency – 88,7 FM) our character sent a voice command to their smartphones, using the Google App technology “Ok Google”, followed by “www.testdrivein.com”.

People’s smartphones automatically opened our website, where a 360 image let them navigate inside the Fiat Toro - using gyroscope technology - and compare it to their own cars, while our character presented the Fiat Toro’s features on the radio.

After the Test Drive-in, they could schedule a real test-drive on a click of a button.

The first step was to build the online platform where the gyroscope technology would enable an immersive experience throughout the Fiat Toro’s interior.

After that, we shot the commercial that would trigger, through the radio, the driver’s smartphones using the “Ok Google” voice command.

All drivers could schedule a test-drive just by pressing a button on their smartphones.

On the day after, our local dealer (Tecar Fiat) called each one of them to schedule a real test-drive.

The experience took place in Brasilia, in the last Drive-in Theater in Latin America.

The Theater’s capacity is up to 500 vehicles per session (300 is the average audience).

Two sessions a day, every day during one month, gave us an average of 18.000 cars (with two people per car - 36.000 people impacted).

In one month, we impacted 36.000 people, increasing our real test-drives in 314%.