Brief

Fiat Italy needs a novel way to launch its new limited edition 500L cars. Almost every car brand at the Geneva Auto Show launches their car the same way with booth babes. Open Innovation (and crowdsourcing) was getting increasingly common and we helped Fiat gathered the best ideas from Europe.

Solution

In 2013, we worked with Fiat to invite the most creative minds in Europe to submit their vision of showcasing the Fiat 500L Beats Edition™ at the next Geneva Motor Show. The result, an interactive DJ booth, which we built in collaboration with a technology startup, allows visitors to mix tracks and experience the Dr. Dre sound system in a fun way.

This campaign won Best Communication Retail/Shopper Marketing for NC Awards 2015 in Italy. 

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@MaxusMetalworks & @MashMachines created an interactive DJ booth for the @GVAMotorshow to launch new #Fiat500. http://ow.ly/D9yKU