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Maxus takes fashionistas on a journey inside the Fiat 500

6 June, 2014

Maxus- Fiat 500

Maxus teams up with Ocean Outdoor and Weve to offer a unique smartphone experience of the new Fiat 500 interiors

LONDON — Fiat is offering fashionistas a chance to experience the new interiors and colours of its 500 model through a unique mobile-activated, geo-targeting campaign at selected OOH locations in three major cities across England.

The campaign was created by Maxus, Weve and Ocean Outdoor, with planning and buying from Maxus and creative by Krow and Doner.

The Fiat 500 ‘Cult Couture’ campaign kicked off on 2 June, focusing on high footfall billboards at Westfield in London’s White City, The Screen at New Street in Birmingham and the Liverpool Media Wall, and runs for two weeks.

Virtual test drive experience

Fiat is targeting an audience of fashion-conscious drivers in key pedestrian mall and fashion-led environments, to deliver the message that the Fiat 500 is a fashionable car icon.

The campaign uses Weve’s geo-locating service to engage with consumers with contract smartphones, who have opted in to receive third party communications. During the campaign, when those participating audiences come within a half-mile radius of the three Fiat 500 billboards, they will receive an SMS inviting them to ‘Sit in the chic new Fiat 500’ via their web browsers. Once the user clicks the link, an interactive creative appears allowing the user to move the phone through gyroscopic technology and view the new Fiat 500 interiors in 360 degrees. The creative also invites users to change the interior colours, demonstrating the new range of ‘cult’ trims on offer. Users can also access further information and book test drives through Fiat.

Claudio Annicchiarico, head of digital, Fiat Group Automobiles UK, said: “The campaign is an exciting integration of traditional outdoor advertising and mobile technology, to highlight the stylish new interiors of the Fiat 500. Using geo-location technology and audience’s mobile phones, we are able to provide users who have seen our outdoor advertising with an immersive virtual experience. They can experience a 360˚ driver’s eye view of our new interiors, images of the new body colours and make enquiries.”

Pierre Paoli, digital account director, Maxus, said: “This latest campaign for Fiat builds on the success of our previous campaigns for the 500. To introduce the new interiors, Fiat and Maxus developed a cross-media approach, aimed essentially at finding the target audience of fashion-conscious, tech-savvy drivers in the environment where they are most likely to engage.”

“We wanted to offer them something different, so we teamed-up with Weve and Ocean outdoor to provide an engaging, immersive experience that offers a unique, virtual experience. As people are evolving into media omnivores, Maxus is pushing to integrate technology that complements their interests.”

Craig Surace, digital planner/buyer
Wade Beeby, account manager

About Maxus UK
Maxus UK was founded in 2008 with just 30 employees, and today has over 250 staff. It is now a top ten (#8) UK agency (Campaign School Reports 2012), billing upwards of £400 million.

Maxus UK clients include BT, Barclays, L’Oreal, Fiat Group and Associated British Foods.

Maxus UK is part of the Maxus Global network which employs over 2,000 people across 55 countries in 70 agencies worldwide and works for some of the world’s most well-known advertisers. It was named Campaign’s Global Media Network of the Year 2011, Ad Week's US Agency of the Year 2011, and one of Ad Age's ‘Agencies to Watch’ for 2012. For more information, visit

Maxus Global is part of GroupM, the world’s largest media investment management group that serves as the parent company for all of WPP’s media agencies, and which buys over one third of the world’s media every day. The newest of GroupM’s agencies, Maxus Global is the only agency born in the digital age and the fastest growing global media network for the last four years (source = Recma).

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