NF500 / london eye

So, we’re back at base after spending a rather cold evening at the official UK launch of the Fiat 500, and we thought we’d share some of the experience with you. Unfortunately our live-link didn’t even get going, let alone die mid-transmission as we expected, so we couldn’t report from the scene, but here’s a few thoughts after the fact.

We arrived in good time after catching a train in from oop North in Milton Keynes, and found our way to the gleaming beacon that is the London Eye with no fuss at all. Outside the queues seemed busy, and quite confused with people dashing here and there, trying to establish what gate they were supposed to be at, if they were a VIP or not… but we rapidly made our way in and had a good look around.

There were a number of new Fiat 500s on display, some unlocked so you could crawl all over, most locked tight. The display was a little unusual in layout, and appeared a little mishap, but people were finding corners to chat with friends, and a decent crowd gathered at the stage before the Virgin radio DJ and compere for the evening took to the stage around 7 pm.

The gathered posse of people were treated to the usual marketing talk and plenty of videos and commercials for the 500 shown on the enormous screen at the back of the stage, and eventually the evenings audio entertainment got underway. The two bands before the 8 pm unveiling (The Vibrant and The Feeling) did their bit to a pretty small but appreciative audience, as ever the enthusiastic ones huddled at the front of the stage, while the rest of us stood shivering towards the back watching on, sipping on our free hot drinks (thanks Fiat) while taking in the sights and sounds.

The evening was slickly presented, and all the acts went down well, the only complaint in the entertainment department would be the acts didn’t have very long on stage, even Mika, the headline act (alongside the Fiat 500 itself, of course) only managed a handful of tunes before making his way from the stage. Following Mika’s departure a VJ then took over, but by that time the place was almost deserted as most people had seen what they came for, and it was a school night after all!

I’ve been fortunate enough to attend several events of a similar nature to the Fiat 500 launch, and although you can’t complain when things are free, I’m afraid I will have to take issue with a few things I think Fiat could have done better. For a start, one big problem was the rather damp reception the Fiat itself seemed to get at the ‘big’ 8 o’clock unveiling. Part of this, I’m absolutely certain, is because for all the build up and hype leading up the ‘big reveal’, everyone there had already had the opportunity to look at and crawl all over the other Fiat 500s that were already on display. So to the crowd of people watching, there was no big reveal. What would, to us at least, have made more sense would have been to use the rather excellent classic Fiat 500 covers to keep all the Fiat 500s present under wraps until 8 o’clock launch, that way people may have actually been intrigued and a little more excited about seeing the car on stage.

Another problem with the 8 o’clock crescendo was people literally didn’t know where to look. The London Eye itself was apparently supposed to be the focus of attention, but that was adjacent to the stage with the audience in the middle, on the stage various pyrotechnics and flashing lights were all kicking off, and you could sense a little bewilderment in the crowd as they look back and forth between the London Eye and the stage, trying to take everything in at once. It, like a lot of the evening, felt a little messy and even poorly managed to us.

Overall, I would say the entertainers and musicians did a professional job, the radio DJs managed to get through their lines competently, if perhaps a little under enthusiastically.

I’d love to come back from the evening and be buzzing, write a glowing report of the car and the night, but I think it was a bit of a missed opportunity many things could have, and should have been done better. It’s like the ideas where there, at least in part, but the execution was a little half hearted. I’m sure it will look good on TV and sound impressive on the radio, but for us being there, it was fun, the venue fantastic, but could have been so very much better.

If you were at the London Eye event, or indeed at your local dealer’s launch event, we’d love to hear how you enjoyed yourself too.

Some eye candy for you from Fiat press, the Fiat 500 fitting snugly into a capsule at the London Eye ahead of the UK launch tonight at 8pm GMT.

All being well, we will be at the VIP launch this evening, sending back live reports to NF500 for all those watching on the web.

Regional paper the Bucks Free Press are another publication with an easy to enter online competition to win tickets (they’re giving away 20 pairs) the Fiat 500 launch event at the London Eye, where you’ll be able to see the Fiat 500 take to the skies in the London Eye, and listen to singer songwriter Mike put on a performance for the assembled celebrities and fellow competition winners.

Want to enter? Here’s the link.

Fiat UK have confirmed today via a press release what many regulars to NF500 already know. Beirut-born Grammy Award nominated singer songwriter Mika will be performing songs from his Life In Cartoon Motion album as part of the evening’s entertainment.

The ticketed event begins at six o’clock on the 21st of January and the Fiat 500 will be unveiled “flying” in one of the London Eye capsules at eight o’clock, precisely 500 hours into 2008.

What we didn’t previously know was the Fiat 500 will remain in situ at the London Eye for two weeks following the event. What the press release doesn’t say is if test flights will be available during that time.

We mentioned previously how Fiat are teaming up with Virgin Radio to drum up publicity for the new 500 prior to the January 21st London Eye launch event. The Virgin Radio website has been updated with competitions to win a Fiat 500 (but you have to listen to the Breakfast Show to do so) or as an alternative some cash prized which Fiat have put up for grabs. Full details on the Virgin Radio website.

Fiat are teaming up with Virgin Radio in the UK to promote the 21st January launch of the new Fiat 500, focusing on the event taking place at the London Eye.

As well as traditional adverts, the station will be running an on-air countdown to the launch, as well as offering the chance to win tickets for the celebrity event. Fiat will also be displaying so-called DABverts to listeners with DAB radios. The promos will be part of the Christian O’Connell Breakfast Show.

Now the fun of Christmas and New Year is over, Fiat UK are doing their best to alleviate that down-in-the-dumps feeling by starting the hype for a whole new celebration.

The Fiat 500 is due to be launched officially 500 hours into 2008, at eight o’clock on the 21st of January, riding high in one of the capsules at the London Eye.

As part of the London Eye event, Fiat are also staging a celebrity and showbiz ticketed event, which will feature live bands and “fantastic light show”. Sure, it may struggle to live up to the 2008 New Year event at the same location, but it sounds fun all the same!.

Fiat UK Marketing Director, Elena Bernardelli, is quoted in an official Fiat press release as saying;

It will be a great event, and we at FIAT are committed to making the country smile for the night.

Fiat have also launched a new website for the UK to coincide with the launch, which includes the oppurtunity to win tickets to the launch event in London. The style of marketing appears to be taking a leaf from other recent car launches aimed at the younger end of the car buying market, such as the new MINI, Volvo C30 or Vauxhall Corsa. That is to say, it’s a bit irreverent.

If you’re unable to make it to London for the UK launch event, have no fear, for the launch is being broadcast at just about every Fiat dealership in the land, as well as reportedly on TV channel Five, ahead of motoring show Fifth Gear.