Fiat 500c case study

The Challenge:

The Fiat 500 is one the coolest cars around, and brings a smile to faces wherever it goes. Our brief was to communicate the launch of the new 500c model to our target audience of young urban city dwellers in a way that would have them grinning from ear to ear.

The activation:

Right in the middle of one of Europe's busiest shopping streets, we created Oxford Street's only garden, featuring deckchairs, entertainers, ice-cream stalls and popcorn stands. At the centre of this garden we placed a giant Fiat 500c experience that members of the public could walk through. Real Fiat 500c models were also parked around the site so prospects could get up close and get a feel for the car. Stylised graphics surrounded the site, along with branding to 100m of hoarding directly on Oxford Street, the first time this has ever been done.