FIAT 500X Roadshow: Turning cities into stages
We didn’t just launch a car, we put the FIAT 500X in the spotlight. Transforming six UK city centres into immersive brand stages where people didn’t just see the car, they felt it.
participants
6,600
industry
Automobile
event type
Product Launch
location
London, Manchester, Birmingham, Newcastle, Glasgow and Cardiff
The challenge
How do you take a product launch beyond the ordinary? For the debut of the FIAT 500X, the challenge was to design a campaign that turned heads in six very different cities, while inspiring real engagement, online and on the road. The ask was simple yet ambitious: create a roadshow that delivered impact at street level and left a lasting digital footprint.
What we did
We built a bold, mobile brand world: six modular pavilions, each tailored to its setting. More than displays, they were stages where guests connected with the FIAT 500X story. At the heart was a Virtual Reality test drive, putting visitors in the driver’s seat and sharing their experience across social channels. Delivered across six cities in ten weeks, the campaign combined VR content capture, digital follow-up and integrated media with meticulous planning and on-the-ground execution, from fleet management to ambassador training.
The result
The FIAT 500X didn’t just tour the UK, it lit it up. Thousands joined the conversation online, hundreds signed up for test drives, and each stop drew crowds of curious onlookers. Blending live spectacle with digital reach, the roadshow turned a car launch into a cultural moment.
Services
Concept & Design
Roadshow & Exhibit Management
Construction
Venue Coordination
Car Fleet Management
Accreditation & Staffing
Brand Ambassador Training
VR App Development
Digital Guest Capture
Social Media Campaigns
Branded Giveaways
Key facts
10
Week activation timeline
6,160
unique website sessions
473
Virtual reality drives experienced
557
Online event registrations
235
Total test drive applications
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Let’s build your brand’s next showstopper
Let’s build your brand’s next showstopper
From bold ideas to flawless execution, we design exhibit spaces that grab attention—and keep it. Let’s create something people won’t just walk past, but talk about.