James Morrison Helped Fiat to Promote the Qubo

Marketing campaigns are vital in building a product’s image and attract customers, and the automotive industry is probably the one that needs to invest the most in advertising, due to the current economy situation, when sales are not that satisfying.

It’s even harder when you need to promote a vehicle that is not aesthetically appealing or demanded by the public. Therefore, sometimes the help of an international artist is needed.

Fiat’s campaign for promoting the Fiorino Qubo MPV was based on a video of the car, a classic website page and configurator, test-drives, Legoland theme park passes and free downloads. Unfortunately, nothing out of the ordinary. The end of the campaign was probably the most interesting part, as the Italian automaker organized a private concert by James Morrison on July 6.

Nearly 120 guests enjoyed the live performance given by the singer whose hits include You Give Me Something, Wonderful World, and Broken Strings. Competition winners and celebrity guests attended the event, including Nicola Roberts of Girls Aloud and Current TV presenter Zara Martin, as well as Fiat executives.

“The Fiat Qubo campaign was an amazing opportunity for us to use a digital platform to promote our fantastic products,” says Andrew Humberstone, managing director, Fiat Group Automobiles UK.

“And to conclude it with an intimate concert from a big star like James Morrison demonstrated how determined we are to promote our products like we have never done before.”

So what is so special about the Qubo? Nothing, really. Only usual stuff. It accommodates five people, the dimensions of the front bumper look like the guy who designed it was doing some illegal substances and the pricing starts at £9,755 for the 73 HP 1.4-liter gasoline engine and goes to £12,350 for the 75 HP 1.3 Multijet diesel engine matted to a 5-speed manual gearbox or a semi-automatic six-speed transmission.