Fiat Portal (2011)
Campaign: Fiat Portal
Principal Author: Sebastian Kemmler - AKQA
Credited Companies: AKQA - Digital Agency, Fiat - Client
Fiat identified the role of digital as a catalyst to conversion, turning loosely interested people into highly engaged and qualified leads. It did so by breaking with the age-old linear purchase funnel model and applying behavioural economics to nudge users to sale via a set of online tools. Fiat thereby achieved an incremental increase of qualified leads which represents a payback of £5 for every £1 spent.
A succinct case that clearly demonstrated how they turned an impressive number of leads to compelling results.
Betty McBride, Director of Policy and Communications, British Heart Foundation