A very cool mobile app campaign from Fiat. The most interesting part of this is that by relying on existing signage to activate the campaign, this mobile app treats road signs like QR Codes. By capturing the signs with the app, users get information on various features of the Evo, the app is taking advantage of a huge potential set of calls to action that are already ubiquitous.

With a small budget Fiat managed to create their largest ever outdoor campaign with over 1,000,000 traffic signs being spotted on week one.