Giant Fiat 500C Model Arrives in London for The Big Smile Event
A five-times-life-size Fiat 500C will take centre stage on Oxford Street from 28 August to 2 September 2009, promoting the convertible to UK shoppers.
A five-times-larger-than-life Fiat 500C is set to dominate Oxford Street at the end of August 2009, as Fiat brings its giant scale model to central London for The Big Smile event. The oversized 500C will be on display at Parklife, a dedicated venue on one of the capital’s busiest shopping streets, from 28 August to 2 September.
Fiat’s giant 500C, already a fixture at international motor shows, is a 5:1 scale replica of the convertible. For its UK appearance, the model features a simulated open-top roof, projecting sky scenes onto the inner lining to mimic the car’s signature cabriolet feel. The display is designed to attract attention and generate interest in the real 500C, which had recently joined the Fiat range as a new convertible offering.
Promoting the Fiat 500C to UK buyers
The Big Smile event is aimed at raising awareness of the Fiat 500C among British customers. Alongside the giant model, visitors will find standard-sized examples of the 500C, the regular 500, and the 500byDiesel special edition on display. Fiat is using the event to target shoppers and passers-by in one of London’s busiest areas, hoping the playful approach will translate into increased interest and showroom traffic.
The event space itself will be dressed for summer, with park-themed decorations, deckchairs and plants. Fiat has planned a range of activities, including competitions to win a loan of a Fiat 500, stilt walkers, roaming entertainers and snack stalls, all intended to create a lively and accessible atmosphere. The company’s marketing team said the aim was to make people smile, echoing the light-hearted image of the 500C itself.
Context: Fiat’s expanding 500 range
The launch of the 500C marked Fiat’s push to broaden the 500 line-up, adding a cabriolet option to the already popular city car. The brand has relied on creative marketing to maintain momentum for the 500, which had seen strong sales since its introduction. Events like The Big Smile are part of a wider strategy to keep the model in the public eye and reinforce its image as a fun, accessible car for urban drivers.
Visitors to Parklife during the event could view the full-size 500C up close, explore the standard models, and take part in activities designed to connect the car with its target audience. The company hoped the spectacle of the giant model would help the 500C stand out in a crowded market for small convertibles.
- Giant 5:1 scale Fiat 500C model with sky projection roof
- Standard Fiat 500C, 500 and 500byDiesel on display
- Park-themed venue with live entertainment and competitions
The Big Smile event ran for six days, giving thousands of Londoners and tourists the chance to see the 500C in an unconventional setting. Fiat’s playful approach was intended to mirror the car’s personality and build anticipation for the convertible’s UK rollout.
