Car-maker Fiat has launched a mobile Internet site at: http://mobile.fiat.co.uk. The site was created by AKQA Mobile, which says it aims to bring the usability and rich visual experience normally only associated with websites to a consumers mobile device.
Designed to reach both prospective Fiat customers and existing customers alike, the site combines useful, practical functionality with rich model exploration capabilities.  Building on the success of recent mobile acquisition activities, where prospective consumers were invited to respond to TV and outdoor advertising via SMS to request a test drive or brochure, the Fiat mobile site adds a further level of depth to Fiats commitment to engaging the mobile consumer.
Supported by a multichannel distribution strategy, which includes the brands first UK mobile ad campaign, the site will also connect to Fiats current online activity to allow consumers and prospects to engage with Fiat digitally while on the move.
Visitors to the site can download high-resolution images of each model in the Fiat range, and view video and still images tours of key models. There are also How To Guides, providing practical car maintenance advice, such as how to change a wheel or how to check the oil level when on the road.
The integration of interactive mapping allows users to quickly locate their nearest dealer. Once a dealer has been located, the Fiat mobile site makes it easy to engage with Fiat directly. The sites Dealer Locator includes an option to have the dealer  call the customer straight back on their mobile in order to arrange a test drive. The site also includes exclusive, mobile-only promotions.
As the distinction between the online and offline world continues to blur, mobile devices are becoming increasingly essential tools in consumers personal and professional lives, says Fiat UK Marketing Director, Elena Bernardelli. This presents considerable opportunities for Fiat to deliver interactive experiences. The mobile site recognises an engagement opportunity, and corresponds to the new era of content rich, user-friendly mobile service.
The Fiat mobile site is AKQAs latest digital activity for Fiat, which started with a complete overhaul of the companys UK website in July 2007.