| Florence and the Fiat 500 C |
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When Marketing Director Elena Bernardelli told us about Fiat’s sponsorship deal linking the 500 C to up and coming UK band Florence And The Machine, I pondered whether the terms of such an association would have had to have been rubber-stamped in Italy. Since the announcement to the UK motoring press was met with almost complete silence as journalists turned to one another whispering, “I’ve never heard of them”, I imagined that the sell-in to the big bosses in Turin might have gone something like this: BigBoss: “So oo ees dees Florenz en da mesheen ? I nevar erd ov dem.” FiatUK: It’s a great fit. You know, Florence - like the great Italian city of culture, Firenze – and machine means macchina (Italian for car)! BigBoss: “Fantastico! Fiat 500 C - Firenze e la Macchina. Eet’s perfect! Yes, I think that’s exactly how it played out. Read more about Fiat’s UK progress in the feature: Fiat finds 500 way to build a brand
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