• THE ASK

    FIAT was introducing the 500e, its all-new $30,000 electric car. How could we spark interest in this affordable Italian beauty while educating buyers about electric cars?

TESTING COMPATABILITY AND CHEMISTRY

Our research showed that searching for a “green” car was not much different than trying to meet an environmentally-conscious soul mate. The perfect match was out there, but many folks didn’t know where to look. So we began wondering: how could we seduce prospective electric car buyers in a way that resembled online dating, with all the butterflies and drama included?

more
  • THE ANSWER

    Part tongue-in-cheek dating site, part testimonials and part seal of approval, EnvironmentallySexy.com was the first-ever “matchmaking” site for electric car owners.

ECO-FRIENDLY HEART. CURVY ITALIAN BODY.

In a world where niche dating sites exist for equestrians, cougars and even sea captains, shouldn’t there be a place for eco-oriented, design-loving drivers to meet the car of their dreams?

We thought so, which is why we created EnvironmentallySexy.com, a totally novel and full-blown brand experience complete with Mad Libs-style questionnaires and an amorous theme song. Site traffic was driven organically via our six scripted testimonial videos – which featured two different half-Italian couples (Ryan and Sofia & Kimberly and Fabrizio) and the site was promoted on Facebook and YouTube with sultry humor.

Over the course of each couple’s relationship, the audience learned that an all-electric car can still be provocative, environmental values are as attractive as good looks, and saving gas money can lead to more time in the bedroom. As the couples overcame their growing pains – like Fabrizio trying to avoid making Kimberly jealous of his 500e – viewers also got an education on electric charging stations, the 500e phone app and various incentives and rebates.

more
  • OUTCOME

    Call it love at first sight. Tons of happy couples found EnvironmentallySexy.com to be much more than just a fling.

FROM INFATUATION TO COMMITMENT

  • Our six video testimonials following two different hot-blooded couples generated tens of thousands of social interactions online.
  • The automotive press was immediately smitten, calling the site “witty” (AutoBlog), “clever” (Digital Trends) and “flashy” (Car Connection).
  • Most importantly, the FIAT 500e sold out one month after launch. Or as we like to say, the first FIAT 500es were “off the market”.

more
  • RECOGNITION

    Know what else was sexy? Earning two industry awards in the competitive automotive space.

more