Lancia asked us to come up with a winning, fun way to promote Ypsilon with assisted Magic Parking system among a broad, predominantly male, audience.

Because stress-free parking is a pleasure for everyone.

In Italy, it’s a common conviction that only women need help parking.

To topple clichés, often you just need to observe reality. So we took to the road armed with smartphones, determined to overturn prejudices about women parking.

We filmed a man trying in vain to reverse park, uploaded his laughable efforts to YouTube and linked the video to a special Magic Parking promotion.

The result? Increased Ypsilon test drive requests and thousands of positive comments, especially from men.

The initiative was promoted on the web in many ways: display advertising, social media marketing, direct email marketing, promotional landing page.

The results:

- 1,000,000 views on YouTube.

- More than 300 Ypsilon test drive requests.

- Thousands of comments and shares, from both women and men.

All in under a month.