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BIMA Awards 2008

Category: Website – Technology & Innovation Award

Revolutionising the online automotive experience

The agency and Fiat have revolutionised the online automotive experience with the launch of www.fiat.co.uk. Described by What Car? magazine as 'featuring a series of world firsts for a car website... very neat, sophisticated and fun,' Contagious magazine said 'innovative, simple and beautiful,' while Autocar rated it 'easily the most sophisticated website of any car manufacturer' and AutoExpress called the new Fiat website the 'ultimate Fiat dealership.'

The new site features a number of world firsts:

  • One-screen car configuration. Gone are the days of going backwards and forwards through screens to change options - Fiat's new configuration system does it beautifully and simply on a single screen.
  • It's built entirely for broadband, featuring full-screen video throughout the experience.
  • One-click navigation to anywhere in the site – find what you’re looking for, fast.
  • Unique "help me choose" navigation system helps find the perfect car for your needs.
  • An interactive finance tool makes it easy to figure out how easy it is to own a new Fiat.
  • Fiat mobile services give owners access to car maintenance guides and dealer locator on the move.

Feedback from dealers has been similarly impressive. They now use the website in-store to access information, demonstrate finance packages and configure cars for customers.

Fiat.co.uk has outperformed every single other manufacturer in terms of site traffic growth*. It has seen:

  • 175% increase in unique visits
  • 277% increase in the average number of pages viewed per visit
  • 802% increase on total page viewed by day
  • 900% increase in people enquiring via the site
*Source Sophus3

Furthermore, after an optimisation program, the site generated:

  • 570% increase in average daily test drive requests
  • 115% increase in average daily brochure requests
  • 428% increase in customers completing the test drive request process
  • 150% increase in customers completing the brochure request process