London shoppers and sightseers received a shock last week as HRH The Queen toured the capital, alone and unannounced, at the wheel of a Fiat Multipla! Many who were convinced they saw her, also saw other Multipla–driving celebrities such as Ali G, Elton John, Pavarotti and even Batman and Robin!
In fact it was all part of a light-hearted liaison between Fiat Auto (UK) and London’s largest radio station – Capital Radio 95.8 FM – designed to promote Fiat’s innovative, award-winning, six-seater Multipla MPV.
The promotion ran throughout the last week of September, and was ‘on-air’ during Capital Radio’s Breakfast Show headed by Chris Tarrant. Each day, listeners to the show had an opportunity to win a Multipla, as Tarrant’s team, together with a posse of lookalike celebrities, drove around the centre of the capital.
Listeners were invited to guess the identity of the Multipla-driving celebrities by means of clues based on a personal possession apparently left in the car.
Two different celebrities were announced each day and each of the two winners went head-to-head in a tie-breaker.
In total, five Multiplas were won by lucky listeners to the Breakfast Show during the promotion, which reached an estimated audience of over 2.7 million.
Since its UK introduction at the beginning of 2000, Fiat Auto’s innovative Multipla six-seater mini-MPV has received accolades from all quarters of the motor industry media.
Earlier this year, new versions went on sale throughout Fiat Auto’s UK dealer network, offering customers new product features, improved specification, and an array of new options.
Enhancements to the range include body-coloured bumpers on ELX versions, remote central locking and an alarm on SX versions, Smart 2 front airbags, improved suspension and new exterior colours. There are also new interior trims with a new design cloth for SX versions, and a velour trim for ELX versions.
Prices start from £12,995 on the road.Published 4 October 2002