Immersive app to mark Fiat 500 Ron Arad edition

Fiat has launched an immersive tablet and mobile app to “captivate and educate” prospective customers about the new addition to the car manufacturers fleet.

The app hopes  to bring the vintage soul of the original 1957 FIAT 500 to life as a white silhouette superimposed on each side of the car’s bodywork.

The campaign, entitled “A Modern Masterpiece”  and run by service creative agency, Doner, is launching this week and will run across online, a 3D interactive app, email and promotional banners.

Targeting a tech-savvy, spirited, fun, stylish and cool audience, it aims to exemplify FIAT’s “commitment to digital excellence” through an innovative creative execution.

The app and supporting website showcases the FIAT 500 Ron Arad edition in an interactive gallery space that replicates Ron Arad’s ‘In Reverse’ exhibition.

Users who explore the app’s gallery, will find a selection of Arad’s famous ‘pressed flower’ artworks accompanied by audio narration from actress Gina McKee.

Stewart Wright, Creative Director at Doner, commented on the app: “Ron Arad’s association with Fiat is long established; this partnership with the limited edition FIAT 500 is so natural. Developing an online gallery to showcase the car as well as some of Ron’s iconic work felt like a fitting way for fans and visitors to explore the car and Ron’s work.”