In its latest publicity stunt Fiat created a giant Fiat 500C, five times the normal size, and put it on display in the UK. The giant Fiat 500C will not stop here and will go on a European tour to promote the new model.
The 5:1 replica of the Fiat 500C will be displayed on Oxford Street in London as part of an event called Parklife which will take place between 28 August and September 2nd.
The Italian brand hopes the event will generate awareness and interest in the new Fiat 500C as the company will also showcase the special edition 500byDiesel.
Fiat Press Release:
A giant Fiat 500C – five times the normal size – is coming to the UK as part of a Europe-wide tour to promote the popular new convertible.
The 5:1 scale model of the car has appeared before on Fiat’s International motor show stands around the world, but this latest version simulates the ‘open-top’ style of the 500C with a spectacular
projection of the sky on to the inner lining of the car’s roof.
It’s coming to the center of London for an event entitled The Big Smile, from 28 August until 2 September, and will be situated at a special venue called Parklife, on Oxford Street – one of the busiest shopping streets in the world.
The showcase will generate awareness and interest in the new Fiat 500C and is designed to make people smile when they see it – much like the effect created when driving the real car.
The summer mood of The Big Smile event will be enhanced by bright internal hoardings recreating park scenes, deckchairs and plants, while roaming entertainers, free competitions to win the loan of a Fiat 500, stilt walkers and snack stalls will provide fun and refreshment.
Examples of the Fiat 500, 500C and 500byDiesel will also be on display for enthusiasts and potential customers to view.
“We are taking The Big Smile to one of the busiest areas of London and I am looking forward to bringing our special brand of fun to this wonderful city,” says Elena Bernardelli, marketing director, Fiat Group Automobiles UK.
“The huge Fiat 500C, and the whole event will create a great atmosphere and we’re anticipating six very happy days ahead.”
