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Traffic signs app

Agency: 
Published/Aired: 
May 2011
Description: 

Download the App here: http://itunes.apple.com/es/app/fiat-street-evo/id404134882

Fiat Street Evo it’s the most surprising catalog a car has ever seen. It’s an app (for iPhone and Android) that recognizes traffic signs and transforms them into features of the new Punto Evo. The app recognizes traffic signs as if they were QR codes and it associates each sign with a feature directly related to that sign. For example; a STOP sign will tell the user all about the new breaking system, a CURVE ahead sign will tell the user that the car has an intelligent lighting system that guides you in curves. And the list goes on with every feature of the car.

But it's no fun just reading a catalogue. That's why Street Evo was actually a game. To get people to use the app, we hid an actual Punto Evo and hundreds of prizes within traffic signs. The first ones to come across gifts got to keep them. And in the meantime, they learnt about Punto Evo and its features. Simple!

Advertising Agency: Leo Burnett Iberia, Madrid, Spain
Executive Creative Director: Chacho Puebla
Creative Director: Francisco Cassis, Sergio Lobo
Copywriter: Francisco Cassis
Art Directors: Fred Bosch, Sergio Lobo
Interactive Creative: Fred Bosch
Creative Advisor: Tura
Head of Digital: Asier García, Victor Moreno
Head of PR: Sarah Okrent
Head of Programming: Victor Moreno
Account Supervisor: Asier Garcia, Felipe Garcia
Audiovisual Production: Hugo Lage, Rui Lousão
Producer: iPhone Droid

Comments (23)

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Highest Rated

Beamen's picture
Beamen
Activity Score 225

Really innovative but I'm not sure people will play the game...

AKesseli's picture
AKesseli
Activity Score 210

Seems like a good idea, I just don't know what kind of people care about an app that tries to sell a car to you. Who will be walking around learning about the new Fiat so slowly and inefficiently as to download an app and take pictures of signs? Googling "New Fiat" takes 2 seconds.

atb2005's picture
atb2005
Activity Score 13561

Well said. 4 stars from me, just for the effort they put into it.

cmateo's picture
cmateo
Activity Score 74

Have u seen the case video?
It's not just an app, it's a promotion.
The incentive for users was to find a car and many more prizes behind the signs.
That's the reason people used it and learnt about the car.
A+ for me.

atb2005's picture
atb2005
Activity Score 13561

Yes, I did watch the video. I missed the "hidden prizes" part. That said, this is beginning to grow on me :) I think I like it now too.

adcritic12's picture
adcritic12
Activity Score 8

I like a lot!

wolfson's picture
wolfson
Activity Score 89

thats a great idea

mrwolf

ad shark's picture
ad shark
Activity Score 186

GOLD!

paulgodoy's picture
paulgodoy
Activity Score 3

THIS IS A LION MY FRIENDS!

Lüerzers's picture
Lüerzers
Activity Score 108

No, it´s just another QR-Code based APP which they tried to turn into something fun. Overated, sorry.

------------
Don't let it go to your head.
L.A.O.S - www.luerzersarchive.net

stephenfrid's picture
stephenfrid
Activity Score 9

The best work of this year.

morse's picture
morse
Activity Score 17364

Smart idea.

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

gcasidyny's picture
gcasidyny
Activity Score 86

I didn't want to feel like a dumbass today!
Clap clap clap :)

jimex's picture
jimex
Activity Score 45

the unlocking prizes thing would've been key to drawing people in to using it, but it's a very good idea at its base I'm sure we'll see more people using everyday common symbols as QR codes from now one.
well done.

Anders Holm's picture
Anders Holm
Activity Score 36

good stuff

wolfson's picture
wolfson
Activity Score 89

sorry Lüerzers Archive, but it isn´t a print ad with a small brand.

mrwolf

liv's picture
liv
Activity Score 7

excellent; innovative aplication for QR codes.

Hahalexander's picture
Hahalexander
Activity Score 140

great idea to use traffic signs as QR codes but the different fiat options story is a bit boring

adcritic12's picture
adcritic12
Activity Score 8

I like a lot!

clap clap clap

daviddroga's picture
daviddroga
Activity Score 20

Great idea guys. I love it :-)

mserpa's picture
mserpa
Activity Score 13

Good work!

Ordozgoiti's picture
Ordozgoiti
Activity Score 235

Innovative and clever. Love it!

Pollodel's picture
Pollodel
Activity Score 7

that's genius...

Beamen's picture
Beamen
Activity Score 225

Really innovative but I'm not sure people will play the game...

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