NF500 / uk marketing

TV presenter Alex Zane and new pop group the Crane Brothers were among the attractions that had the crowds rocking at the Fiat 500 PicNic in North London at the weekend (Saturday 5 July).

Both Zane and the Crane Brothers headlined the day of entertainment, at Alexandra Park, where lucky Catrina Kennerley, of Battersea, London, won a fabulous Fiat 500.

What a prize! You should have seen Catrina’s face,

said Zane.

She was absolutely delighted. It was a great way to round off a fantastic day.

Crane Brothers’ frontman Tim Arber said:

We were absolutely thrilled to have the chance to perform at the Fiat 500 PicNic. It was an incredible day and a great crowd to perform to. A real honour to have been part of it.

The London event was part of a series of global parties celebrating the hugely successful first year of the Fiat 500. Budapest, Milan, Munich, Paris, Tokyo, and Cape Town were among the chosen cities that welcomed thousands of people – brought together by the new car.

The Fiat 500 PicNic also featured:

• Support band Adelphi Rhode
• Big screen TV coverage of the weekend’s top sporting action
• Beach volleyball and Space Hopper races
• Chill zone with Tai Chi, aromatherapy and head massage
• Kids’ zone with clown, magician and bouncy castle
• Fiat 500 Owners’ Club display

Fiat Group Automobiles UK marketing director Elena Bernardelli said:

We at Fiat were absolutely delighted to see so many people enjoying themselves.

Fiat UK marketing carries on building pace ahead of the January 21st launch with a dedicated YouTube channel.

Every Masterpieces is home to a sequence of shorts featuring Danny Wallace running over an example of an “Everyday Masterpiece”, such as the chopstick or football. For example, the following clip focuses on that object that always springs to mind when considering life changing everyday design (really?) the Marble. Finishing with an hilarious upside-down circle punch line.

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.