Test Drive-in

Fiat was launching a new car (Toro) in Brazil, but the economical crisis is a huge obstacle to the car industry - in January 2016, car sales dropped by 38,8% in comparison to the same period last year. So, we needed to engage potential consumers to meet the car features and schedule a test-drive.

In a Drive-in Theater, people tune their car radios in a specific frequency to listen to the movie, so we aired a commercial in which our character interacted with people asking them to unlock their smartphones.

Through the radio, we sent a voice command (“Ok Google, www.testdrivein.com”) to their mobiles and triggered an immersive experience throughout the Fiat Toro’s interior, using gyroscope technology, while our character described the Fiat Toro’s features. After the Test Drive-in, they could schedule a real test-drive on a click of a button.

The day after, Tecar Fiat, a local dealership, got in touch with the potential buyers.

Agency: Isobar
Executive Creative Director: Mateus Braga
Associate Creative Director:Vinicius Santos
Copywriter: Érick Moneró, Paulo Santos
Art Director: Gustavo Frazão, Julian Vieira
Account Manager: Eliel Allebrandt
Art Buyer: Renata Cartafina
Technology Director:Luiz Paulo Rosa
Technology Manager:Isaias Coelho
Production Company: CineVideo
Director: Felipe Favoretto, Rhamay Lima, Thiago Sassioto