Live Store: the original launch

Read the campaign story

A car website can show specifications without answering the question a particular shopper has. Fiat Live Store addressed that gap by placing a real product expert behind the online experience. Launched in Brazil in September 2013, it let visitors ask for a live demonstration rather than navigate only through prepared photographs and menus. The campaign made remote consideration feel closer to a conversation in a showroom while keeping the physical test drive as a later step.

Contemporary launch accounts describe experts wearing a camera-and-audio headset and showing vehicles from their own viewpoint. They could respond to questions and bring details onto the screen. The operation used a dedicated studio in Betim, with AgênciaClick Isobar responsible for technology and The Marketing Store involved in the physical setup. At the end, a visitor could arrange a dealership test drive. The live session was therefore a bridge to retail, not a claim that an online view replaced driving the car.

The creative mechanism is responsive point of view. A fixed video decides what everybody should see; a live expert can show the exact storage space, control or surface that matters to one person. The camera becomes useful because it follows a question. This also gives the brand a service story to communicate: it is changing how someone gets an answer, rather than simply decorating an existing catalogue with a novel interface.

For a small team, the practical adaptation can be much simpler than a dedicated studio. A scheduled video demonstration of a product, venue or service can test whether personalised inspection reduces uncertainty. Start with common questions, reliable audio and a clear route to the next action. Record nothing by default, explain who is on the call and avoid collecting information that is unnecessary. The quality of the response matters more than an elaborate wearable camera.

The historical launch reports contain broader website traffic figures, but those are not results caused by Live Store and are not repeated as campaign outcomes. Nor does a completed demonstration equal a sale. A useful evaluation would connect answered questions to qualified appointments and subsequent outcomes while accounting for staffing costs and customers who would have visited anyway. The case's durable lesson is that advertising can become an interactive service when the audience's question, rather than the advertiser's sequence, controls what happens next.

Let questions control the view

Show the detail the customer asks about rather than replaying a generic tour.

Design the handoff

Connect the session to a clear, optional next step.

Measure service economics

Track useful appointments and staffing costs, not only session counts.

A small test for another brief

Offer scheduled live demonstrations of one product or venue.

Answered questions, qualified appointments and staff time per session.

Stop if the service cannot answer accurately or creates misleading expectations.

• Collect common questions without unnecessary personal data.
• Prepare reliable audio, camera views and a short appointment window.
• Offer a clear next step without pressuring the viewer.