Fiat case study

The Challenge:

A re-launch of the iconic Fiat 500 was seen as crucial to the future of Fiat UK. Our challenge was to create a launch event that would maximise consumer and media interest and reinforce the launch messaging, "Everyday Masterpiece".

The Activation:

We realised the launch event had to take place at a venue that could showcase the car at its best. A place that shared the car's iconic design and engineering excellence and most importantly, somewhere that would attract the media. So, where better than London's "Everyday Masterpiece" … The London Eye.

500 hours into 2008, we threw a spectacular party and the countdown began on 3rd Jan with a giant clock at The London Eye. 2 hours before launch, 1,500 competition winners packed the venue alongside 100 members of the media. 500 Fiat guests and celebrities partied in the VIP lounge. We also set up 170 Fiat dealers nationwide to have the event streamed live into their showrooms. The show was hosted by Virgin Radio with Mika and The Feeling providing the entertainment. At 8pm the car was revealed at the top of the Eye and remained there for 2 weeks after the launch.