FIAT INTERACTIVE – The Fiat Punto Evo Challenge
The launch of the Fiat Punto Evo – an unusual car that had to be presented in a unique way. A young, technically savvy target audience well versed with digital media had to be reached.
To meet this challenge, the Frankfurt, Germany, agency Leo Burnett developed an entertaining and interactive cross-channel campaign that reached this target group exactly where it spends a lot of its time – online.
What made the Fiat Punto Evo Challenge campaign so unique is the way in which it integrated various social networking sites such as Facebook, YouTube, Wikipedia and Flickr, which were all connected via a specially designed navigation device. The online campaign was supplemented by TV spots, print ads and billboards with Bluetooth functionality, all of which were used to further showcase the Fiat Punto Evo. Both online and offline elements worked hand-in-hand to orchestrate the “Complete your download” element of the campaign in which the target group had to make use of these various media types to collect all ten codes in an attempt to win the grand prize, the new Fiat Punto Evo.
This completely digital medial concept with its specially designed navigation device for combining social networking sites successfully positioned Fiat as a technologically innovative brand for the desired target group. Fiat was able to establish its product as a product that connects people and thus made it an integral element of this target group’s social network.
CINEMA 4D was the software of choice for this challenging project. A 3D CAD model of the Punto Evo was supplied by Fiat Italy and imported into CINEMA 4D. Several minor modifications had to be made to the model, e.g. on its quarter panels, antennae and headlights. CINEMA 4D proved to be the perfect tool for the job. Its fast and easy to use renderer greatly sped up workflow, which allowed more time for the creation of the complex Flash animation. The CINEMA 4D renderings were composited in Adobe After Effects to generate a 360° view of the Fiat Punto Evo for the web.
The navigation device was modeled entirely in CINEMA 4D. It was rendered as Multi-Pass layers, which made it easy to integrate into Flash. The code films displayed in the navigation device and the codes themselves were created with the help of CINEMA 4D and subsequently combined with particle systems in After Effects.
“CINEMA 4D’s fast render engine in conjunction with excellent connectivity to After Effects made it possible for us to have a very flexible and effective workflow, which let us quickly adapt to any changes that had to be made. CINEMA 4D’s photorealistic rendering played a major role in the success of the Fiat Punto Evo Challenge and its highly engaging style.”
Casefilm
www.leoburnett.de/cyd/cyd_en.html
Client
Fiat Group Automobiles Germany AG, Frankfurt
www.fiatpuntoevo.de
www.fiat.de
Guiseppe Fiordispina - Supervisor / Head of Brand Marketing Communication
Agency
Leo Burnett, Frankfurt
www.leoburnett.de
Ronald Kraft - Art Director
Johannes Veith - Art Director, Animation
Michaela Siegel - Art Director, Casefilm
Simone Hausch - Creative Director Interactive
Andreas Pauli - Chief Creative Director
Matthias Fickinger - Creative Director
Jörg Hoffmann - Creative Director Copy
Christian Alicke – Copy
Marco Randi - Head of Technology
Olliver Goertz - Fiat Technical Director
Lukas Jedynak - Senior Flash Engineer
Maxus, Düsseldorf
Rolf Theunissen (Senior Communication Planer), Stefan Uerschels (Senior Communication Planer), Melanie Töpfer (Online Communication Planer und Julia Müller (Deputy Managing Director)