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Looking for Love? Fiat’s playing digital matchmaker…sort of

Fiat 500e EnvironmentallySexy.comOver the years I’ve written about cars in the U.S., I’ve come across some pretty wild automotive marketing campaigns – though nothing quite compares to some of the ones that run in Europe.

Still, as far as ideas that fall in the scope of “unusual,” a new digital campaign for the Fiat 500e might top my list of most interesting to date in the U.S.

Modeled after an online matchmaking service, the Italian car company has developed a website targeting potential car buyers in California, the only market where Fiat’s new all-electric car will be sold.

But unlike the typical promotional website, seeks to engage consumers using fictitious profiles of people who have found love through a mutual affection for all things environmentally friendly – and the Fiat 500e.  

In addition to highlighting the usual vehicle specifications,, features tidbits about potential rebates on the zero emissions car and identifies charging stations located in California.

“Our goal is to simplify the decision-making process on the purchase or lease of a 2013 Fiat 500e by arming consumers with information that is not only informative, but conveyed in an easy-to-understand manner,” said Jason Stoicevich, Head of FIAT Brand North America, in an official press release. “The Fiat 500e is not your typical battery-electric vehicle; it’s innovative, stylish, fun to drive and affordable. It was essential to design a site that would match the vehicle’s persona and encourage visitors to test drive and ultimately purchase or lease a Fiat 500e.” 

Fiat Love Spot

EviromentallySexy.Com even goes as far as highlighting fictitious couples who appear to have met on the site like Ryan and Sofia, who detail their love of the environment and the Fiat 500e through a series of video testimonials. 

In fact, even with some of the cheeky references on mixed in with some pretty funny scenes, you could the sense that there could be a little bit more connecting going on in addition to automobiles.

After all, the site does give you the option of signing in with a connection to Facebook.

Developed in partnership with SapientNitro of Miami, incorporates elements such as quizzes to appeal to potential car buyers with questions like “Honestly, I’m here because I ______ with the option of filling in the blank with “am really lonely,” “love match sites” or “am extremely sexy.”


Of course, for Fiat the subtle innuendos don’t come as surprise considering some of the carmaker’s past ads which have raised a few eyebrows in the U.S. such as the ones for the higher-performance Fiat 500 Abarth.

Still, considering that the Italian carmaker has a Facebook network of nearly 640,000 people, it makes you wonder if there are a few other connections being made via whether it’s Fiat’s intention or not.

Hey, I’ve heard of people finding love in crazier places and the site certainly lends itself to the idea.

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