Fiat: Helping a new car cut through the online chatter
For the launch of the Fiat 500 C, MSL London wanted the car’s arrival in the UK to begin with celebrity-based buzz.
MSL London looked at a two part approach to launch. Part one (of two) of the plan to get media interested was a steady drip-feed of photos of ‘girls-about-town’ (Elle MacPherson, Kelly Hoppen, Jasmine Guinness etc) being snapped, pre-launch, in loaned cars.
Part two was the hosting of a (pap-invited) VIP party at Whisky Mist with attendees including the Black Eyed Peas, Florence & the Machine, Elle MacPherson, Mischa Barton, Jasmine Guinness, Mica Paris, Tina Hobley and many more.
Coverage included multiple hits across nationals, weekly glossies, motoring press and online coverage in the same.
