29 November 2016


Fiat UK is celebrating picking up three top digital awards at last week's Mobile Marketing Association UK ‘Smarties' Awards.

The company collected two Gold Awards and one Bronze Award at the London-based event for its recent digital campaign FIAT: The Digital Dealership.

Working in conjunction with Weve, the mobile media and strategic consultancy, Fiat devised a mobile phone campaign to attract 25-44 year old customers towards its 500X model, aiming to build awareness of the popular SUV by communicating its size and capabilities to a core target audience.

Using virtual reality, Weve created a digital dealer experience that wasn't restricted by the physical world. Harnessing the power of the mobile, Weve and Fiat used the unique capabilities of the mobile's internal gyroscope that displayed a 360 degree fully interactive, innovative and immersive mobile experience.

The campaign won recognition in three categories:

Marketing Strategy - Messaging (Gold Award)

Channel / Media Strategy - Product / Services Launch (Gold Award)

Enabling Technologies - Innovation (Bronze Award)

"We are delighted to have received these three prestigious awards, which are testament to the hard work of the Fiat team, along with our media agency Maxus, and leveraging the capabilities of Weve," says Michelle Davis, Digital and CRM Director, Fiat Chrysler Automobiles UK.

"The operation proved very useful too - through the user's mobile device and geo targeted measurement we were able to track dealership visits that were a direct result of this campaign."

"When Fiat approached Weve about building awareness and consideration for the Fiat 500X launch, we knew we not only had the perfect audience segment for this car, but we also had an opportunity for a truly innovative and creative mobile experience," says Tom Pearman, Commercial Director, Weve.

"By bringing the virtual dealership experience to this time-poor audience, viewers were able to explore the car in first person view from the driver's seat, simply by moving their phone around the car in real time. Weve was proud to partner with Fiat on this innovative creative, and we are delighted that this product launch campaign has been recognised by the Mobile Marketing Association."


For further information please contact:

Tom Johnston, Press Relations Manager
Kate Saxton, Public Relations Director

FIAT Chrysler Automobiles UK Ltd
Tel: 01753 511431
Fax: 01753 516871

E-mail addresses: tom.johnston@fcagroup.com / kate.saxton@fcagroup.com


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