The Fiat WiFi device is a system that offers free Internet access to taxi passengers that is enabled once the rider fastens their seatbelt. The unique program plans to take aim at the 92% of drivers who report not buckling up, whose habits Fiat decided to try and disrupt.
Launched in Sao Paulo, Brazil by Leo Burnett Tailor Made, the Fiat WiFi stunt resulted in 100% of taxi passengers buckling up during their ride. The creative campaign won a Clio award in the 'Out of Home' category.
The Fiat WiFi initiative is well-suited to South America, where mobile usage rates are considered the highest in the world. The program speaks to the catalyst-like role brands can play in changing the habits of consumers in a positive way.
Seatbelt-Enabled Taxi WiFi
The Fiat WiFi System is Accessible When Passengers Buckle Up
Trend Themes
1. Seatbelt-enabled Technology - Disruptive innovation opportunity to create seatbelt-enabled technology across different products and services.
2. Incentivized Behaviour Change - Disruptive innovation opportunity to incentivize positive behaviour change through creative campaign strategies, like Fiat's WiFi initiative.
3. Hyper-localized Marketing Campaigns - Disruptive innovation opportunity to develop highly-targeted and hyper-localized marketing campaigns, depending on the demographics and behaviours of consumers in different regions.
Industry Implications
1. Automotive Industry - Disruptive innovation opportunity for the automotive industry to incorporate more safety technology, like seatbelt sensors and cameras, to encourage safer driving behaviours.
2. Telecommunications Industry - Disruptive innovation opportunity for the telecommunications industry to partner with other brands to create unique and engaging campaigns that leverage the power of connectivity and mobile technology.
3. Travel and Transportation Industry - Disruptive innovation opportunity for the travel and transportation industry to create more personalized and memorable experiences for passengers, like in-car WiFi and personalized entertainment options.