The 'Fiat Street Evo' app for iPhone and Android reads traffic signs as QR Codes and transforms them into features of the new Punto Evo. Each traffic sign is associated with a feature directly related to that sign.
A stop sign for instance will introduce the car's breaking system whereas a curve ahead sign will inform the user of the car's intelligent lighting system that guides the driver into curves.
To get people to use the app, Leo Burnett hid hundreds of prizes, including a Punto Evo, inside traffic signs. The first people to come across the gifts got to keep them.
The app also connects users directly to the nearest Fiat retailer throught their phone's GPS function so they can make an appointment for a test drive.
The campaign marks the biggest outdoor initiative in Fiat's history and will be rolled out for future launches across the world.
.jpeg&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=334&w=500&q=100&v=20170226&c=1)
.png&h=334&w=500&q=100&v=20170226&c=1)
.jpg&h=268&w=401&q=100&v=20170226&c=1)
.png&h=268&w=401&q=100&v=20170226&c=1)
.png&h=268&w=401&q=100&v=20170226&c=1)
.png&h=268&w=401&q=100&v=20170226&c=1)