Fiat 500 & happn

Fiat 500 & happn

Fiat 500 is cool, stylish,  cheeky and fun. Founded on the original (1957) 500 heritage the UK love affair with this Italian icon has continued to go from strength to strength.

The Challenge

To help Fiat 500 flirt their way into the hearts and minds of the UK dating population around Valentines Day!

The Solution

Chorus identified and approached the new location-based dating app happn and crafted their first ever commercial partnership with the cheeky Italian Fiat 500.

By creating a bespoke feature, we helped the two Fiat profiles – Mr & Miss Fiat flirt their way into the audiences hearts. In the days leading up to Valentines and over the weekend itself, Happn app users would “cross paths” with “Mr & Miss Fiat 500” over the Valentines weekend. If Happn users went onto the profiles and “liked” the Fiat 500 profiles they were entered into a chance to win prizes such as a trip to Italy, pampering breaks for them and their friends as well as cinema tickets. This was delivered in a brand free environment and in the editorial style of the app. The activity was highly targeted to our audience profile and promoted through happn’s mailing list and an in-app push notification, promoting the Fiat 500 profiles and the prizes that could be won.

The results

Over the four-day Valentines campaign 276,000 happn users flirted with a Fiat profile (‘crossed paths’), and more than 20,000 users fell in love for the chance to win. As well as the competition results there was positive sentiment across social media for the execution within the app and the overall campaign retained Fiat 500’s playful, fun and stylish brand value. A campaign where an innovative use of technology for a brand was a match made in heaven.

Date

15th June 2015

Category

Collaboration