Fiat has launched a new app called ‘You Wear’ to as part of a marketing strategy to promote the huge range of custom specifications which is available with the Fiat 500.
The app works by scanning 25 of your most recent Facebook photos, then matches you to the Fiat 500 they believe would suit you most. It also provides a brief personality analysis based on your colour choices.
Since Fiat launched the Fiat 500 Spring/Summer collection, the brand has racked up over half a million custom spec combinations – the app aims to increase customers’ awareness of the options available.
To help develop the app, Fiat employed the skills of leading applied colour psychologist - Karen Haller. She looks at why certain personalities are attracted to particular colours and what personality traits this could reveal.
Karen Haller commented: 'A fun Facebook App is a great way to find out what your favourite colour says about your personality and maybe find out something about yourself you may not have known. When you are spoilt for colour choice, as with clothes or a car with so many options like the Fiat 500, this App helps you find out what colour best matches your personality'.
Elena Bernardelli, marketing director, Fiat Group Automobiles UK, added: 'Along with the many thousand different option combinations that can be applied to a Fiat 500 is the huge choice of vibrant colours. The shade of our customers' 500s has always been important to them as illustrated when we launched Fiat 500 Colour Therapy last year. It is therefore highly appropriate - and great fun too - that the Fiat 500 is launching this excellent App'.
This app forms part of a larger marketing strategy from Fiat to promote the 500. They recently launched a microsite which lets you customise the iconic Italian car to your heart’s delight.