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.