eco:Drive
Fiat2008
eco:Drive is a 2008 downloadable driving-data app and online community for Fiat, created by AKQA, London.
Why it works
Rather than advertise fuel economy, Fiat and AKQA built a tool that taught people to use less fuel. Drivers of cars fitted with Fiat's Blue&Me system could record their journeys onto an ordinary USB stick, then load the data into a free application on their computer that scored each trip out of 100 on acceleration, braking, gear changes and speed, worked out the CO2 emitted and the money that could be saved, and set tutorials and targets for the next drive. An online community, eco:Ville, let drivers compare progress. What began as a brief for a small loyalty scheme became one of the earliest serious examples of branded utility built on car data, and it is studied as advertising whose value lies entirely in the service. Fiat reported more than 50,000 downloads in the first eight months and said its users had saved over 1,500 tonnes of CO2. It won the Cyber Grand Prix at Cannes in 2009.
Techniques
- Purpose and cause Instead of advertising fuel economy, the brand gives drivers a free tool that teaches them to use less fuel and cut emissions.
- Logos Each trip is scored out of 100 on acceleration, braking, gear changes and speed, with the CO2 emitted and money that could be saved worked out.
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