FIAT Ditches the Global E-commerce Icon of the Shopping Cart for a Pickup Cart

A ground breaking partnership created by Leo Brazil replaces the global e-commerce icon with a FIAT pickup truck, offering free shipping during Consumer Week.

For the first time ever, the traditional shopping cart will be replaced by a FIAT pickup truck. Created by the agency Leo Brazil, this unprecedented campaign is the result of a partnership between Casas Bahia, one of biggest retailer sellers in Brazil, and FIAT and will be activated during The National Consumer Week. For 24 hours, all purchases of appliance purchases on the Casas Bahia e-commerce site will have free shipping, courtesy of the brand that has been the leader in car sales in Brazil for four consecutive years.

The campaign transforms one of the biggest icons in digital retail into media for a brand, reinforcing the idea that "not everything you buy in e-commerce really fits in a shopping cart, but it fits in a FIAT pickup truck."