Fiat targeted consumers in Istanbul to create interest in its new car model.
Fiat wanted to create desire and awareness to its new model. The automotive market is highly skeptical toward new models and wanted to inspect it significantly before it became a viable option.
Fiat placed its hologram out-of-home (OOH) unit on top of the street that leads to the Bosphorus Bridge, so most of the drivers in Istanbul were able to see it.
Standard OOH units are limited to an image typically. As such, Fiat wanted to display its new model in a unique way; it chose to focus on 3D images, so the company partnered up with tech company Musion XR Technologies and integrated a hologram into OOH.
It was a prelaunch campaign in its first year. Fiat sold all prelaunch stock and drove traffic to both Fiat's website and in online sales.
Overall Campaign Execution:
Showing Fiat's new model in 3D raised curiosity and awareness. No budget went into mobile since it was digital out-of-home (DOOH).
It was a pre-launch campaign for a new model. While Fiat is widely known in Turkish automobile market, the Egea Cross was a mystery in the SUV category. As such, the company wanted to foster curiosity.