Fiat Street Evo App.

This campaign is inspired. Fiat appropriated everyday street signs, so people could use their mobiles to scan, for example, a stop sign and information about the car's breaking system would appear on screen.

So the entire city became a hidden catalogue, just through the use of a simple app. called Street Evo. They took it further, and turned the campaign into a game, with hidden prizes behind certain signs.

Fiat effectively turned familiar objects into QR codes, that is, patterns that phones can scan to extract information. QR codes are increasingly included as response mechanisms in print or outdoor campaigns. But they often fall flat because a lot of people still don't have a clue what they are, or or how to use them.

By turning everyday road signs into codes, Fiat took away the barriers and the uncertainty around QR codes and generated massive participation in their campaign - in a week over a million signs were spotted.