Any guesses as to what Fiat wanted to do with its limited edition Punto Evo? That's right: drive sales. So Maxus decided to leverage one of the product's key features: its 'Blue and Me' sound system. The members of British band Faithless were approached to jointly produce a music video for their latest track.

Traditional and social media built up anticipation around the production, which aired in a threeminute break during Big Brother. Searches for Punto on the Autotrader website subsequently increased by over 240%, with the car declared number one in the 'supermini' category.

Sounds good.

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