2014
service & product design
Fiat
The world's first point-of-view store.
my role
Original Concept, UX and Design Director
about
Fiat Live Store is the world's first point-of-view Store. You can have a guided-tour with an Expert that will introduce every car and answer every question, totally live. The Experts use an eye-level camera that gives you an inside-the-car-feeling, without leaving your desktop or tablet. It was live everyday from 10am to 10pm. If you don't feel like talking to an Expert, just hitch a ride on someone else's tour. In the end, you can schedule a test drive in the nearest Fiat dealer.
press
"Fiat Brazil Brings the Dealership to Your Home With Live Store."
"Fiat unveils live digital store 'hybrid' project."
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"Digital Dealership Lets Shoppers Take Cars For A Spin From Home."
awards
The Webby Awards, Winner, Interactive Advertising
Cannes Lions, Gold, Innovation
Cannes Lions, Bronze, Media
D&AD, In-Book, Digital Tools
D&AD, In-Book, Websites&Microsites
Wave Festival, Grand Prix, Cyber Craft
Wave Festival, Gold, Cyber Website
Wave Festival, Gold, Cyber Craft
IF Product Design Award, Winner, Product design
Tomorrow Awards, Shortlist
El Sol, Gold, Digital
El Ojo Iberoamerica, Gold, Interactive Tools
Effie Awards, Gold, Launching Campaign
Effie Awards, Silver, Services
what is
The Fiat Live Store it’s not a prototype or an a fancy stunt.
It’s a brand new business model.
backstage
Buying a car is one of the biggest purchases people make. But gathering information on the right vehicle usually happens in two ways: researching online, where information is relatively static, and actually getting yourself out to a dealership, where people often feel extreme pressure to sign on the dotted line.
Fiat Live Store is a way to bridge that gap between the web and real life, a virtual test drive experience that connects people with a team of Fiat experts at the ready to explore a car’s features in real time. When people connect with the Live Store online, they’re greeted by a host wearing the Mystream, a proprietary eye-level micro camera who gives prospective customers an up-close-and-personal tour of various Fiat models. The goal is to make the visitors forget that they are on the Internet and feel as they were inside the car.
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Every expert goes through an intense 3 month training camp on all the cars. They use a custon mobile app to display diferent features such as colours options or accessories into the website interface in real time.
At the end of the session, the experts may measure the customer's intent of purchase. The API sends all data to the Fiat CRM platform and forwards the test drive requests to the dealerships.
The whole experience is replicated to other visitors who do not want to interact with experts, but just watch the live tours.
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At the end of each visit to Fiat Live Store, visitors are be able to schedule a test drive at the nearest Fiat dealership.
Fiat Live Store shorten the purchase-decision process when used prior to visiting dealerships at the early stages of the purchase process. Now the customer can arrive at the dealership more decided on a model.
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The project took two years to be made and was necessary to develop all technology from the scratch, from the streaming device to the entire infrastructure and a construction of a 7000 ft² studio.
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Fiat Live Store was created to make the digital experience more human and complete. The search for a new car is not made by looking at photos and item lists anymore; it has become a direct, informal conversation with live video.
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In the first 3 months after the launch, the Fiat Live Store already has impressive numbers: More than 2.000 hours of live streaming Average of 465.000 monthly users 67% of the live tours led to test drives.
credits
Fred Saldanha, Eduardo Battiston, Renato Campana, Lucio Maiolini, Ricardo Barbosa, Daniel Boa Nova, Felipe Accorsi, Eduardo Rodarte, Vinicius Maffeis Juliani, Ricardo Gejão, Fabio del Rio, Fabrício Lucio, Ricardo Santos, Priscilla Altoé, Priscila Moscovich, Carolina Florentino, Fabiano D’agostinho, André Michels, Francisco Adelano, Danilo Cavalcante, Renato Okida, Leonardo Golob, Paulo Almeida, Renata Bokel, Bertrand Cocallemen, Thiago Delfino, Armando Areias, Diana Lopes, Claudio Souza, Ernane Melo, Cristiano Ruiz, Marcelo de Lalibera, Cristiane Molnar, Ronara Lamournier, Maurício Lulli, Rose Campiani, Guilherme Horácio, Bárbara Lopes, Nadia Freitas, Amanda Coutinho, Questto Nó, The Marketing Store, Alexandre Braz, DClick, ADTsys, Talk Filmes, Caio Cobra, Lógico Sound Design.
