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. Most importantly, it had to be held somewhere that would attract the media. So, where better than London’s “Everyday Masterpiece” - the British Airways London Eye?On launch night, we threw a spectacular party at the Eye. We invited 500 VIPs, 100 members of the media and 1,500 competition winners to witness the unveiling that would take place 500 hours into the new year. In addition, we screened the event live into 170 Fiat dealerships nationwide. Virgin Radio hosted the evening with Mika and The Feeling providing the entertainment. At 8pm the car was revealed in a capsule at the top of the Eye and remained in there for 2 weeks after the launch to maximise visibility.

The results of the launch were truly spectacular. To quote Fiat UK’s Managing Director, “...it certainly appears that we hit a homerun with this event. This was a significant step towards repositioning the Fiat brand...”. In addition to client acclaim, the launch achieved:341 media impressions to date£580,493 worth of written media exposure 83,478,992 people reached through PR coverage8,500 orders taken within one month of launch