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The Power of X Campaign enters final phase of innovative advertising campaign

The Power of X Campaign enters final phase of innovative advertising campaign

The industry-first digital advertising campaign for the all-new Fiat 500X now enters its final phase for Xbox One and Xbox 360 with an interactive illusion created by the magician, Dynamo.

Developed by Microsoft and Dynamo in partnership with global media agency Maxus, Krow Communications and Doner created the campaign.

"The Power of X" campaign, launched at the end of 2014, has been developed to raise awareness of Fiat's new crossover vehicle between its debut at The Paris Motor Show in October 2014 and its arrival in UK showrooms on April 24th.

This unique innovation features Dynamo speaking directly to participants via the Xbox and through a series of questions determines the type of Fiat 500X the user was thinking of, as well as the season and their chosen location.

These past three months has seen the first stage of "The Power of X" Fiat 500X campaign live across Xbox, Skype, MSN, Outlook and Windows 8.

Engagement has been high, reaching an average of four minutes and 20 seconds dwell time on the creative platform, and this is expected to increase further with the launch of Dynamo's latest illusion on FIAT Ne500X.

Owen Sagness, General Manager at Microsoft Advertising UK, says: "The campaign reflects Microsoft's commitment to utilising insights in order to help brands create opt-in experiences, in the right moment, on the right platform, rather than just simply advert impressions."

"Through creative sequencing, we have been able to reach consumers with a consecutive message, encouraging and continuing seamless engagement."

For more information you can visit www.FIAT.co.uk, 500x.FIAT500.com or search for #ThePowerOfX on social media.

Daniel Streeter

by: Vertu Editorial