European launch of the Fiat 124 Spider ★
Create and develop the launch campaign of the new Fiat 124 Spider. The campaign should raise awareness, secure leads and establish a contemporary, indulgent and irreverent brand positioning.
Idea Execution
Immersive 360° projection mapping, AR, climate controlled environments and scent diffusers to create an interactive 4D performance that emulates the sensation of driving the Fiat 124 Spider.
PHASE 1: PR and VIP event
PROTOTYPE OF THE HOLOGRAPHIC INVITE VIP GUESTS WOULD RECEIVE
IMMERSIVE 360 PROJECTION MAPPING
VIP EVENT SET-UP
VIP EVENT SET-UP
GUESTS WOULD ARRIVE TO A POP-UP ITALIAN CAFE BUILT INSIDE A WAREHOUSE.
TEMPERATURE AND SCENTS CONTROLS WOULD GIVE THE IMPRESSION OF BEING IN THE ITALIAN RIVIERA.
TEMPERATURE AND SCENTS CONTROLS WOULD GIVE THE IMPRESSION OF BEING IN THE ITALIAN RIVIERA.
Visuals: Unit9, London
THE PROJECTION WOULD START WHEN TWO ACTORS GET INTO THE CAR AND TAKE THE ROOF OF THE CONVERTIBLE OFF. INSTANTLY THE VISUAL JOURNEY WOULD START AS IF TAKING THE ROOF OF REALITY OFF.
Visuals: Unit9, London
THE 360 PROJECTED JOURNEY WOULD BE AN ABSTRACT FLYING DREAM THROUGH THE WORLD OF THE FIAT 124 SPIDER.
Visuals: Unit9, London
PHASE 2: Main cities and dealerships
The same visual experience will be offered to the public through VR booths in Fiat Dealerships and specific spots across major european cities.
Visuals: Unit9, London
Phase 3: Official presentation at Goodwood Festival of Speed
A bigger replica of the VIP event will happen at the Festival. people can participate in the immersive experience followed by a test-drive
Visuals: Unit9, London
