Fiat 500c. Great things come in small packages…..but not the consumer event.
I have never really fell in love with small cars until the event i experienced today at Oxford Street, near the Marble Arch end of London.
I and my friend were looking to get a fast bite at the KFC at the other side of the road when we came across the empty lot just before the flagship Primark store. The first thing that hits you is the rather gargantuan effigy of the new Fiat 500C.
Of course, we forgot about KFC for the time being and took a detour. I brought out my camera to capture the moment as security staff nudged us towards the astro-turf where those shiny pastel-colour Fiat 500c sat coyly.
I was offered the chance to sit and take picture in the red, sporty one. The slim, pretty lady staff mumbled something about it being a competition and I could win if my smile was the best!
The dashboard of the Fiat looked post-modern. More like a space ship actually. I loved the neon lighting and the in-built mp3 /CD player. It’s got a 16” alloy wheels to boot and you can squeeze yourself into the tightest of parking places.
Next to the belly of the gigantic effigy. Perfect experience. It’s a reconfiguration of the actual car, only 30 times bigger. Then came on the overhead cinema showing different areas of the lunar bodies. And it was fun to see Fiat 500 being driven on Mars! Did I mention the surround sound and lighting?
I got my free picture plus a giant poster and I still could not get that small car out of my big imagination up till now!
I think it’s a good experiential marketing idea. Little did I know they started the whole shebang at the Notting Hill carnival. Now, they’ve also succeeded in getting my family and friends exposed to the Fiat 500 because I have been asking them to vote online for me.
Not a small way to launch a mini car.
