CASE STUDY: New Fiat 500 launches with music activation campaign
Provided by Initials Marketing
Initials Marketing launched the New Fiat 500 with an innovative live performance from Ella Eyre, achieving £8.5m worth of PR
What was the Challenge / Background of the Campaign?
Since early 2015 Initials Marketing 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. 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.
What was the Campaign Objective?
To create a buzz around the Fiat brand using music activation to launch the New Fiat 500.
What was the Solution?
We commissioned Ella Eyre to remaster an iconic track - The Emotions' 'Best of my Love', and then perform it to 150 specifically invited journalists, Fiat VIP's and celebrities. The thing that made the performance 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.
What were the Results?
£8.5m worth of PR was achieved against a target of £500,000 and 812 million media impressions versus a target of 35 million.