On Saturday 30th April, Fiat teamed up with One For The Boys to drive conversations about male cancer and hosted an experiential evening of live music and entertainment at Troxy.
The event, entitled the ‘Masquerave’ dance party hosted by One For The Boys chairman, Samuel L Jackson, saw surprise acts Craig David and Sigma take to the stage as ‘Dance music united against cancer’. The 2,000 strong crowd were kept dancing with sets from some of the most respected DJs, dance legends such as Faithless, Tom Findalay of Groove Armada, Jamie xx, Seth Troxler Catchment, Benji B, Patrick Topping, Eats Everything, and, Jillionaire from Major Lazer. A number of celebrities also attended the event to show their support including Radio 1 DJ Clara Amfo, X factor winner Jahmene Douglas and celebrity fashion stylist Alexis Knox, inviting the public to raise money for the fight against male cancer.
As part of a multi platform campaign to create opportunities and provide inspiration for men to start talking to each other about the things in life that really matter, Fiat and One For The Boys used the hashtag #drivingconversations to inspire men to open up and have these necessary discussions in the safe surroundings of their Fiat cars.
Fiat’s activations created by Initials marketing, throughout the evening began with a bespoke step and repeat wall, which displayed large speech bubbles containing tongue-in-cheek messages, such as ‘How’s it hanging? and ‘Feel your pair’. Portable speech bubbles were also available for celebrities to hold whilst having their picture taken in order to prompt the conversations around male cancer from the get go.
During the evening, guests were encouraged to take a seat in the bespoke photo booth made up of four FIAT 500 seats, take a speech bubble and strike a pose. In order to emphasise the #drivingconversations message, the photo booth was connected to the latest Instagram printer from Social Playground which printed physical copies of all of the Instagram posts containing the hashtag.
For the grand finale, 1000 balloons dropped from the ceiling all attached to a small speech bubble. One recipient caught the prize balloon and won a weekend away with a Fiat 500X and a night stay in a boutique hotel.
Lucia Pennesi, Marketing Manager at FIAT comments,
The Masquerave Ball celebrated the brand new partnership between Fiat and One for the Boys. We’re proud and excited to be involved in driving awareness for such a powerful cause”.
Rachel Bateman, head of live engagement at Initials marketing comments:
“It was important for us to find the right balance of brand presence at this event; people were ultimately coming to party for a good cause. The activations we devised provided not only entertainment but most importantly encouraged awareness of the combined charity and brand message to drive conversations”.