But how would FIAT build a match-making site, if FIAT actually did? Probably like this. In a market packed with ugly eco-friendly cars, our target's discovery of the stylish 500e would be something like finding true love. And since electric car ownership qualifiers resemble dating site questionnaires, we built an extremely niche dating site exclusively for "Sexy Eco-Friendly Italian-Design Enthusiasts." It also created a natural, cheeky way to talk about the car as a desirable, lustworthy match.

Rather than the conventional questionnaire, this innovative approach takes users through a painless and fun experience that's both familiar and new. Careful, jocular language and easy answers provide the momentum to disarm and capture the right information. Once users provide information, they earn a payoff: the perfect match. Users are rewarded with luscious body shots of the 500e, tempting financial incentives, feature descriptions wrapped in ‘Environmentally Sexy’ language, and a final sign-up helping them to ‘meet their ideal 500e for a hot date’.

Launched on Earth Day, EnvironmentallySexy.com was definitely one of, if not an industry first in terms of parody dating sites and certainly a first among the automotive ecosexual crowd. The result landed a few awards and even a writeup from CarConnection.com, but most importantly the 2013 FIAT 500e was sold out within the first month in California, its only sales region.