Fiat 500x Launch

For the new Fiat 500X Full Moon developed an unusual launch strategy. In collaboration with numerous partner agencies, a multimedia live and communication campaign with innovative artworks was created and stringently enacted incorporating all media. The so-called “find your secret x-place”- campaign was a live tour taking in 36 cities in Germany. Against the urban backdrop of 30 cities, specially produced promotion containers were installed. Car-infotainment, contests and virtual reality experiences with Oculus Rift-glasses attracted the attention of many consumers to the event. The “Day&Night P.O.P.” event climaxed in multi-sensual unplugged concerts of popular artists, playing on top of the containers. As a dramatic highlight, the favourite musician Jan Delay was won over to perform, along with six other top performances. Following up, a multimedia mix of classic advertising and targeted below-the-line methods accompanied the event.