Fiat Chrysler Automobiles is an Italian-American multinational corporation and is the world's eighth largest auto maker. The group was established in October 2014 by merging Fiat and Chrysler into a new holding company.


The Brief

Fiat Chrysler Automobiles (FCA) wanted an interactive three-day product launch, and training on their latest model, the Abarth 124 Spider, for their UK dealer network. The overall aim was for FCA's dealers to walk away with a heightened sense of passion and enthusiasm for the new Abarth 124 Spider, Abarth 595, and the brand itself.

The Solution

Held at our headquarters, the main room mirrored car racing grounds with a ‘grandstand’ and a ‘racing track’. We provided an augmented reality solution to enable delegates to experience and explore the car and its key benefits, with short stings played on iPads to reinforce key emotions. A ‘pit garage' space, including iPads showing videos in synergy with the reveal video on screen, gradually exposed the Abarth 124 Spider from inside a projection-mapped white box. Delegates embraced a first-hand exploration of the car before heading to the 'Pit Lane' where a number of Abarth vehicles were lined up and labelled with their names, ready for them to drive.


The Results 

The event was a huge success for Fiat Chrysler, with the interactive elements giving dealers a more exciting way of exploring the products, which in turn meant they are now more equipped to sell the products showcased at the event with more confidence.