Fiat Portal
Principal Author: Sebastian Kemmler, AKQA
This paper tells the story of how Fiat reacted most quickly and radically to the revolutionary change in consumer behaviour that the digital age has brought about, and thereby has managed to establish itself as a digital leader in the marketplace over the past three years.
Fiat understood earlier than any other competitor that the true potential of digital did not simply lie in being yet another medium to display advertising, but in directly changing behaviour. It identified the role of digital as a catalyser of conversion, turning slightly interested people into...