Fiat 500 Launch
Fiat sales in the UK were in the toilet. So, a lot was riding on the relaunch of the iconic Fiat 500. We needed an idea that would guarantee eyeballs on this fantastic little car and people talking.
500 hours into the New Year, we threw a spectacular party for 500 competition winners, members of the media and a bunch of lucky celebs. The show was hosted live on Virgin Radio and simultaneously beamed into 170 Fiat dealerships nationwide. The result? Over 8,500 orders were taken within one month of the launch.
Agency: Leo Burnett
Fiat 500C Launch
Following on from the successful launch of the Fiat 500, I helped launch the convertible version - the Fiat 500C. We created a one-week summer festival in the middle of Oxford Street. Visitors were invited to experience all that’s great about the British summer, with the 500C at the heart of this. The event pulled in 55,177 visitors, and test drives went up 27%. The sun even shone for the whole week (almost).
