Fiat has launched a new campaign to advertise its 500 model, using geo-targeting and gyroscopic technology at selected OOH (Out Of Home) locations in three major UK cities. The campaign, created by Maxus, Weve and Ocean Outdoor, targets an fashion-conscious audience with the aim of positioning the Fiat 500 as “a fashionable car icon”.

The campaign uses Weves geo-locating service to contact consumers within a half-mile radius of the three billboards who have opted in to receiving third party communications, sending them a SMS inviting them for a virtual test-drive.

Upon clicking the link, a browser-hosted interactive creative is opened, using gyroscopic technology allowing the users to view the interior of the car in 360 degrees. Users can also customise the interior colours, access further information and book test drives.

“The campaign is an exciting integration of traditional outdoor advertising and mobile technology, to highlight the stylish new interiors of the Fiat 500,” said Claudio Annicchiarico, head of digital for Fiat Group Automobiles UK. “Using geo-location technology and audiences mobile phones, we are able to provide users who have seen our outdoor advertising with an immersive virtual experience.”