The re-launch of the iconic Fiat 500 was crucial to the future of Fiat. Our challenge was to create a launch event that reinforced the launch messaging ‘Everyday Masterpiece’. We needed a venue that shared the car’s iconic design and engineering excellence, and most importantly would attract the media. Where better than London’s ‘Everyday Masterpiece’ The London Eye? 500 hours into the New Year we threw a spectacular party for 1,500 competition winners, 100 members of the media and 500 Fiat guests and 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.