Fiat 500X Roadshow

London, Manchester, Birmingham, Newcastle, Glasgow & Cardiff

Outline

We developed a six-city wide roadshow experience for FIAT UK and FIAT 500X globally, generating social media engagement for the FIAT brand.

Case

Iventions developed the six-city wide roadshow experience for FIAT UK and FIAT 500X globally. For the release of its new model FIAT 500X, we produced a nationwide roadshow in the UK to create social traffic and engagement. This exhibit included the product on display in each of the six cities and, in addition, featured an experiential and innovative Virtual Reality test drive.

While guests experienced the feeling of driving a FIAT 500X, virtual reality brought the product to life. We conceptualised the brand experience and signified guests to a real-life test drive. This generated a huge campaign, in which people were invited to test the FIAT 500X on circuit. With this exhibit, we created both a stunning product display and produced social media traffic and engagement for FIAT.

[caption id="attachment_661" align="alignleft" width="1024"] Product display to create traffic and engagement[/caption]

I enjoyed the way this roadshow was managed: with a great eye for detail. I await the next opportunity to collaborate with Iventions.

Head of Brand at FIAT

Add caption — Virtual reality experience

We created an experiential test drive in 6 cities

Facts

6 cities: London, Manchester, Birmingham, Newcastle, Glasgow, Cardiff
6 outdoor environments
10-week time
6,160 unique page sessions
8,115 online page views
473 Virtual Reality experiences
557 online event registrations
235 total test drive applications

Aspects

Project management and planning
Roadshow management
Exhibit design
Building and engineering
Venue co-ordination
On-site logistic management
Management of exhibit car fleet
Accreditation and hostesses
Training of brand ambassadors
Launch of a Virtual Reality app
Digital capture of visitor
Development of social media campaigns
Gift distribution

Work process

Iventions transformed six UK inner city environments into experiential car displays and social engagement stands. We built six outdoor modular booths, closely designed to fit the surface and foot print of the brand. A fascination operation, in which we worked quickly and cost-effectively in prime locations in the city centre.

Our outdoor environments had multiple FIAT 500X on display and at the same time created social traffic and media engagement by bringing the car to life. By using virtual reality, we had guests experience the feel of driving the FIAT 500x and they enjoyed seeing themselves ‘drive’ on social media. We filmed the attendees of the exhibit on their Virtual Reality test drive, received their email addresses and sent them the short film, interwoven with images of FIAT. This produced successful social media traffic and engagement for FIAT.

For FIAT, we thought long and hard about social media activation, and came up with this perfect VR solution.
Pascal Jorritsma, CEO & Founder

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