Doner’s Branded Destination Experience Wins AutoTrader ‘Click’ Award for FIAT

Fiat has won the coveted AutoTrader 'Click' Award for Best Integrated Marketing Campaign for its FIAT 500X Dynamo Microsoft/Xbox Branded Destination Experience (BDE) created by their Digital agency, Doner.

The award-winning digital campaign, which ran from January 2015 until the end of April 2015, focused on the change in the behaviour of Xbox users from using the platform for gaming to experiencing it as an entertainment hub. 

The BDE offered users the chance to become virtual owners of the brand new FIAT 500X, by downloading the car as an exclusive Avatar. Once the car was available in local showrooms, “owners” were invited to book an exclusive test drive, before the general public.

Stewart Wright, Digital Creative Director at Doner, said: “We are immensely proud of this campaign – which truly integrates the ‘real’ and the ‘digital’ worlds in terms of brand experience – and we’re delighted that Fiat has been honoured by the AutoTrader Click Awards.” 

Digital Communications Manager at FIAT, Michelle Davis, commented: “FIAT has a commitment to digital excellence. Winning awards like the AutoTrader Click Award is testament to the work the team at FIAT and our digital agency, Doner, do.”

Within the first five days the Xbox BDE delivered nearly 8 million impressions and had over 80,000 unique visitors. Content included video footage of the global launch event at the Paris Motor Show, as well as the UK launch at the London Olympic Park, where one of the UK’s hottest magicians, Dynamo, created an illusion which showed a three-dimensional blueprint of the FIAT 500X in front of a live audience.

The Xbox BDE also hosted a selection of product videos, an app demonstrating the car’s features, full screen picture galleries and short films of Dynamo performing street magic. New and exclusive content was continually updated throughout the campaign, involving several more performances by Dynamo.

Now in their eighth year, the AutoTrader “Click” Awards celebrate excellence in digital car retailing. The Award for Best Integrated Marketing Campaign looks to carefully targeted, integrated digital marketing strategies.