In September 2015 we launched the New Fiat 500 with an innovative live performance from rising star Ella Eyre.
We commissioned Ella to remaster an iconic track – The Emotions’ Best of My Love, and then perform it to 150 specially invited journalists, Fiat VIP’s and celebrities.
The car itself 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 combination of; 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, resulted in £8.5m worth of PR achieved against a target of £500,000 and 812 million media impressions versus a target of 35 million.