This is a clever campaign from Leo Burnett Iberia to promote the new Fiat Punto Evo. They created a smartphone app – Fiat Street Evo – which effectively transformed the city’s road signs into an interactive car catalogue.
The app treated any road sign like a QR code, scanning it and revealing additional information about the Punto Evo. For example when you scanned a sign of a traffic sign you got info on the cars parking sensor. The app also connected people to their nearest retailer to book a test drive.
To incentivise people to use the app, prizes (such as iPads) were ‘hidden’ within some of the signs. The first one to come across the prize won it. In the first week more than 1 million signs were spotted and the app was voted Spanish App of the year.