Objectives and strategy

In this project we aim to emphasize Fiat's positioning of Egea which is launched with "Game Changer" motto with the claim that this new model will change the way people pursue automobiles. Our ambition was to make this campaign a part of this TV series and position Fiat as a groundbreaking brand in customer's perspective. Turkish name of this series means "inside" which tells the story of two brothers infiltrating into two different organizations. Thus we created our campaign around the idea of allowing audience to get "inside" the plot and named it "From Inside the Plot".

We structured our campaign in three phases to maximize the reach of our campaign. During first phase we have boosted teasers to build up curiosity, as the second phase Turkish audience got the chance to be a part of a written plot and in the last phase we made use of all digital channels.

Execution and media

The final scene was shot at 360 degrees and made to available for Shazam. Special spots and countdown sub-bands were prepared in order to make the audience aware of Shazam option. At the final episode while the TV audience was not able to see the murderer of the main character the ones who used Shazam has discovered the murdered via 360 degrees shot and the audience get the opportunity to be involved in a published content for the very first time. The ones, who have missed the experience, were directed into Fiat's social media accounts where they can find a spot prepared for them to catch up with this unique experience. The ones, who searched this online on searching engines, were also directed to the link of 360 degrees video via Adwords advertisements. A similar experience was made available for the digital viewers of this final episode with page skin and time-code-utilized overlays.

Creative