Fiat to launch 're-mastered' 500 model with Ella Eyre music show

Ella Eyre will perform a track accompanied by the 500
Ella Eyre will perform a track accompanied by the 500

Tonight (2 September) will see automotive brand Fiat celebrate its new 500 model with a music show starring singer-songwriter Ella Eyre.

Hosted overlooking London’s Tower Bridge at Potter’s Field Park in London, the event will see Eyre perform a specially re-mastered version of The Emotions track, Best Of My Love.

The car will 'lay down' the opening beats of the song, while the singer will perform on a giant vinyl record measuring 15 metres in diameter. Fiat promises a star-studded crowd will be in attendance to watch the musical launch.

Initials Marketing has devised the experience as part of the automotive brand’s The Icon Reloaded campaign. This will see Fiat leveraging music as part of its new strategic direction.

Sebastiano Fedrigo, Fiat Professional UK country manager, said: "You don’t replace an icon - you embrace it and evolve it. The new Fiat 500 has been truly re-mastered and reloaded and what better way to mark the launch with an impressive and memorable event like tonight’s.

"We are very excited to have worked with such a talented performer and to finally see the new Fiat 500 and Ella Eyre perform together this evening."

Fiat launched its 500X model earlier this year alongside magician Dynamo.

More: Automotive Sector - Brand and agency views

Event TV: Fiat partners with magician Dynamo for 500x car launch

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