Red Dot Design Award
Digital Campaign


#ZeroFollowers | Red Dot Design Award

Back Download

Aiming to convey the speed of the Abarth 500 and its racing-car feel in an online environment, the campaign “#ZeroFollowers” uses the online platform Twitter in an unusual way. Based on the idea and message that following a super-fast car is a futile endeavour, a Twitter account was opened which, contrary to common expectation, could not be followed either. Anyone who tried was mercilessly left in the dust. Users then received an instant message inviting them to take a test drive on a well-known racetrack.

Red Dot Design Award

  • Client:
    Fiat Group Automobiles Germany AG, Frankfurt/Main
  • Design:
    Leo Burnett GmbH, Frankfurt/Main
  • Creative Direction:
    Andreas Pauli, Jörg Hoffmann, Daniela Ewald
  • Art Direction:
    Helge Kniess, Viktor Kislovskij
  • Text:
    Benjamin Merkel
#ZeroFollowers | Red Dot Design Award