Fiat’s digital core: Eco:drive
Easily read out data from your car.
In the 1990s, car mechanics started to say things like “This vehicle needs a driver update”. And they didn’t mean the owner needed additional training. Modern cars are increasingly software controlled and this software also collects drive statistics from miles to malfunctions. These are usually read out by garages and manufacturers and fed back into the product development cycles.
Fiat’s now gone and made (part of) this data available to the people who own and drive the cars. And that’s not just Excel-sheets for the statistically inclined, either … Fiat Eco:drive embeds the data dump into a campaign for efficient, eco-friendly and sustainable driving, complete with visualization, data-interpretation, a learning module and an online community for a worldwide effort to reduce emission. The initiative comes with a pretty neat website that explains the concept and houses the online community: Eco:drive.
There are several ways for brands to connect with people online:
- Seek Proximity: Place your logo next to popular content (or popular content into your brand’s space) - everything from banners to adgames.
- Afford experience: create ways for people to experience your brand or product in the digital realm - 3D panoramas, simulations, blogging customer service representatives, you name it …
- Evolve a digital core: Innovate your brand or individual products to benefit from and give benefit to the digitized, networked part of people’s lives. That’s high art. Fiat’s done it. Sweet.
To us, definitely a product innovation that has people at the center.
