Fiat unveils live digital store 'hybrid' project
Fiat has announced the launch later this month of a Live Store which will give consumers digital access to a model of their choice.
The project was created with Brazilian agency AgênciaClick Isobar and The Marketing Store and involves a team of trained experts who can take consumers on the digital journey in real time through a Fiat portal. They will also have a tablet on hand to allow them to share more information about the detail of the car a consumer wishes to know more about.
The experts will wear a MyStream helmet, especially developed for the project, featuring a high resolution micro camera.
João Ciaco, Fiat publicity and relationship-marketing director, said: “A Fiat Live Store is a platform that empowers the consumer by having access to overall, detailed information on Fiat cars.
“The project has a hybrid profile and objective, it performs the role of publicising products and approximating the consumer to the brand, encouraging a trip to the dealership to test drive the car.”
Fred Saldanha, chief creative officer at AgênciaClick Isobar, added: “More than a great publicity idea, a Fiat Live Store is a business model. More than 60 professionals are working on the project since last year.
“I believe that this is the future of advertising: doing things that don’t look like advertising, but are relevant to our customers and desired by people.”
The Live Store is located in Betim, Minas Gerais, and the service will be available from 25 September.
