To increase Brand perception and Brand Equity on the 18-35 people.
The first web serial on the road: a challenge between 8 people driving two Punto across Italy. 2 different crews, 4 women vs 4 men and 1 mission: challenging the surreal trials proposed by the users. The most voted challenger by the on-line community will win. A social networking and engagement base project powered by Fiat with an innovative use of media (events, cinema, radio, web).