Fiat thinks that Fiat 500 is “a 500 people's car, created by the people”.

In order to underline this one more time in May, 2008 Fiat together with the communication experts from Carat Wiesbaden and the agency Magic Touch of Hamburg launched interactive outdoor campaign in the heart of Berlin.

They installed a pair of billboards, each measuring 288 square metres, that could show some thoughts of passer-byes if they sent them via SMS to a special number.

The result is a 20 metre message strip that appears with scrolling moderated messages.