Today, exactly nine months before the launch, marks the start of a new advertising campaign to announce the debut of the Fiat 500 on September 15, 2007. And an unusual competition is being launched at the same time. Known as “Baby Boom”, it addresses expectant mothers who will have a chance to win one of the new cars by registering on the www.fiat500.com site; the only requirement for participation in the final draw is that the child’s date of birth must coincide with the date the car is presented.

This original venture was designed by the creative team of the “500 wants you” interactive multimedia platform, devised and developed with the Leo Burnett Torino and Art agencies. Like the birth of a child, the debut of a new car is a very important event, and a plan was prepared for this debut, which began 500 days before the official launch and is now touching all areas of communications: from advertising to viral marketing, fashion and photography.

But it is online that the “500 wants you” project has been most successful, thanks to the www.fiat500.com site. And the figures underline the amazing success of this venture: approximately 14,750,000 page views, over 2,397,000 visits, almost 1,875,000 unique visitors and more than 29,300 registered users. And that is not all. Over 166,500 configurations and 22,480 suggestions have been submitted through the Concept Lab.