Fiat Portal  (2011)

Bronze award winner

Campaign: Fiat Portal
Brand: Fiat
Client: Fiat
Entrant: AKQA
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.

Judge's Comments:

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