Company

Fiat

Key driver for business

Making compact, practical and economical cars.

Real brand value:

Driving while taking care of the environment.

Societal insight

People are wasting money by driving inefficiently. But even more important, they are wasting our fossil fuels and are polluting our environment. The debate around reducing car emissions is mostly concentrated on technical innovations. But only if people also change their behavior and drive in a fuel efficient way can we minimize CO2 emissions.

The answer

Eco-driving can reduce CO2 emissions by helping people to use less fuel.

FIAT ECO:DRIVE – POPULARISING ECO-DRIVING BY MAKING IT EASIER AND MORE ENJOYABLE

In four simple steps, Fiat’s eco:Drive application helps drivers monitor their behavior and improve how efficiently they drive.

Eco:Drive is an excellent example of both improving personal and community outcomes at the same time. Giving people the power to change the world and their wallets. Fiat also created a community, which shows people what they are capable of together with other eco:Drivers. This even makes it more worth it to make an effort. The game-aspect of eco:Drive makes it fun (and yes, also a bit addictive, but it’s for a good cause .

Social component + game structure = classical marketing one-two punch.

I’m glad they won a lot of prizes with this initiative. However, personally, I wouldn’t use the app. It’s a bit hard work to plug in the USB-stick into your car system and into your computer and spending time to analyze the results every day. Luckily, I happen to be the exception rather than the rule: already more than 500.000 people are using eco:Drive!