FIAT 500 Abarth – India’s first 3D social campaign.

Fiat India was launching the Fiat 500 Abarth and gave us a task to make the potential audience sit up and take notice resulting in positive conversations. The Abarth was targeted at young and wealthy individuals in the age group of 25-35 years. We observed that the potential buyers of Abarth buy things and seek experiences which are exclusive in nature. We also noted that they are more inclined to immersive experiences.

We worked with a simple insight that ‘people like to talk about everyday moments but love to brag about exclusive experiences’. and thus created India’s first 3D social campaign ‘For your eyes only’. We used stereoscopic 3D to create 32 creatives for social media and people who signed up received special limited  edition Abarth 3D glasses with instructions to visit Fiat on Facebook and Twitter.

Over 10 days 2.5Mn people were reached on Facebook and Twitter. Over 2,00,000 people asked for Abarth 3D Glasses, Fiat’s mentions on Twitter increased by over 100x during the campaign, and Fiat’s brand mentions increased by 200% leading to increased audience association of Abarth with respect to design and style.