INNOVATIVE FIAT 500X / MICROSOFT PROMOTIONAL CAMPAIGN CONCLUDES WITH NEW DYNAMO XBOX ILLUSION

• The Power of X Campaign enters final phase of innovative digital advertising campaign across Microsoft digital platforms
• In a first-of-its-kind illusion Dynamo speaks directly to participants via Xbox, with Kinect-enabled features to unlock more content
• Campaign has been running since late 2014 building awareness of new FIAT 500X crossover and was developed by Microsoft in partnership with Maxus, Krow Communications Doner
• The final stage of the campaign runs until the FIAT 500X arrives in UK showrooms on April 24

The industry-first digital advertising campaign for the all-new FIAT 500X, developed by Microsoft and globally-renowned magician Dynamo in partnership with global media agency Maxus, Krow Communications and Doner, now enters its final phase for Xbox One and Xbox 360 with an interactive illusion created exclusively by magician. "The Power of X" campaign, launched at the end of 2014, has been developed to raise awareness of FIAT's new crossover vehicle between its debut at The Paris Motor Show in October 2014 and its arrival in UK showrooms on April 24.

In a first-of-its-kind innovation, Dynamo speaks directly to the participants via the Xbox and through a series of questions ascertains the type of FIAT 500X the user was thinking of, as well as the season and their chosen location. The illusion also incorporates a Kinect-enabled feature that unlocks more content from the celebrity magician himself.

The first stage of "The Power of X" FIAT 500X Dynamo campaign has been live across Xbox, Skype, MSN, Outlook.com and Windows 8 for the past three months. The dedicated hub invited audiences to sign-up and receive new information on the product, as well targeting teasers to the Dynamo partnership through, for example, themed Avatar props. Comprising chapters of content, new experiences were unlockable through engagement with the devices or via online platforms, thereby maintaining excitement and interest in the campaign across multiple screens.

The primary phase has seen strong engagement, reaching a huge average of four minutes and 20 seconds dwell time on the creative platform, and this is expected to increase further with the launch of Dynamo's latest illusion on FIAT 500X. Similar success has been seen in click through rates - the campaign's first phase has averaged at double the usual benchmark for similar campaigns.

Owen Sagness, General Manager at Microsoft Advertising UK, says: "The campaign reflects Microsoft's commitment to utilising insights in order to help brands create opt-in experiences, in the right moment, on the right platform, rather than just simply advert impressions. By creating a holistic picture of FIAT's audience, we designed a campaign which offers consumers relevant content in the moments that matter. Through creative sequencing, we have been able to reach consumers with a consecutive message, encouraging and continuing seamless engagement."

Michelle Davis, Digital Communications Manager at FIAT Chrysler Automobiles UK, comments: "The FIAT 500X launch is a crucial moment for the FIAT brand in 2015. For the first time, FIAT is entering the crossover vehicle segment and this means that FIAT needs to introduce itself to a new audience and to offer them experiences that are in line with their expectations. This latest phase brings another fantastic illusion from Dynamo, specially created for FIAT which, like the car itself, is completely unique and full of surprises. We know Microsoft's breadth of cutting-edge platforms, and in particular Xbox highly with FIAT 500X audience of 'stylish adventurers' and the success of the campaign to date is already evident in the dwell time figures. We look forward to seeing what our audience think of the latest creative instalment."

Pierre Paoli, Maxus, says: "This campaign has always been about creating something unique and the blend of FIAT, Dynamo, and Microsoft as brand partners has created just that. The seamless cross-screen offering from Microsoft combined with Dynamo's individuality and his fantastic illusion complements the essence of the new FIAT 500X perfectly."

The FIAT 500X launches in the UK on April 24^th. For more information please visit www.FIAT.co.uk, 500x.FIAT500.com or search for #ThePowerOfX on social media.

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FIAT Chrysler Automobiles UK Press Office Contacts:

Conor Twomey - FIAT, Alfa Romeo, FIAT Professional +44 (0)1753 519403 conor.twomey@fcagroup.com
Puneet Joshi - PR Officer all brands UK & Ireland+44 1753 519591 puneet.joshi@fcagroup.com