Ella Eyre x Fiat UK launch the new Fiat 500

British singer-songwriter Ella Eyre has teamed up with Fiat UK to launch the new Fiat 500. Last night, in front of a star-studded crowd, the 'Waiting all night singer' belted out a re-mastered version of “Best Of My Love” by The Emotions.

Ella Eyre and Fiat UK made history by debuting a re-mastered track live on stage with the car laying down the opening beats.


This experiential launch party was a visual depiction of what the Fiat 500 stands for in the market place, and was a brilliant way of communicating this to the consumer. This collaboration therefore serves as an excellent example of a commercial partnership done right.

In order for a brand partnership to work, both parties need to compliment one another. In other words, the partnership needs to make sense! There needs to be a logical connection between the artist and product so that the message is both clear and believable.

So, first the brand/advertiser decides what meaning the product wants to convey, i.e how it will positioned in the market place, then chooses the star that embodies that meaning. The idea is that the celebrity will be used as the vehicle to the communicate that meaning to the consumer.

Over the years independent creative agency, Krow, has helped to position the car as "the most stylish city car on the road." The success of this positioning strategy is evidenced by the fact that 85% of the people buying the car say its "because of its stylish looks."

Again asserting the Fiat 500's dominance as "the ultimate fashion accessory", Miss Eyre was used as the physical embodiment of the vehicle. She is young, stylish, modern, and a fashionista! This type of brand partnership can be tricky business, especially as an artist's image often changes with the wind. Luckily, Fiat UK are onto a winner with this one. Having recently released her debut album, Feline, she is the talk of the town and is tipped to dominate the airwaves over the next twelve months. More importantly however, her image has not changed much from when she first came to our attention in 2013. This is good news for Fiat UK's association with the singer as it should convey a consistent message for the foreseeable future. 

I am excited to see what future has to hold for this partnership!

Take a look at how Ella Eyre and Fiat 500 put the track together.