New Fiat 500 Icon Remastered

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Get the heart racing

Since early 2015 we have been developing car launch and brand activation campaigns with live engagement, social media, tactical press and online media. One of our ongoing challenges is to ensure the British car buying public have an understanding of and passion for the Fiat brand, as much as the individual car marques. And if you haven't seen the new 124 Spider yet, nothing epitomises the brand more than that - go take a look, it will make your mouth water!

FIAT 500 ICON REMASTERED

In September 2015 we launched the New Fiat 500 with an innovative live performance from rising star Ella Eyre.

From a little acorn grew an epic integrated campaign. We commissioned Ella Eyre to remaster an iconic track – The Emotions' Best of My Love, and then perform it to 150 specially invited journalists, Fiat VIP's and celebrities. The thing that made the performance itself so iconic, was the fact that the car would play an integral part in the show by triggering parts of the backing track that Ella sang to.

Four bespoke films were made for exclusive content, a promotion with Capital Radio, Artist and brand content on their own websites, tactical press in the Daily Telegraph and the music being used in the brand launch TVC resulted in £8.5m worth of PR achieved against a target of £500,000 and 812 million media impressions versus a target of 35 million.

ICON REMASTERED 10 SEC TEASER VIDEO

ICON REMASTERED 40 SEC TASTER VIDEO

ICON REMASTERED 'MAKING OF' FILM

FIAT AT THE GLAMOUR MAGAZINE BEAUTY FESTIVAL

In March 2016, Fiat were the main sponsor of the GLAMOUR Magazine Beauty Festival in the Saatchi Gallery. We created an activation zone for Fiat with an array of options for visitors, from make-up artists recreating iconic beauty looks, workshops on how to reinvent classic pieces this season, to having a picture in the front of a Fiat 500C using green screen technology. Visitors were invited to put on stylish Italian accessories ahead of their picture moment and then take to the studio area where, following their shoot, they would receive a branded print-out of themselves posing with their friends in the iconic car.

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