We involved Belgium's most popular dating site (www.rendez-vous.be) in our search for new Colt lovers. The Colt presents itself (on the typical orange background of the dating site) as a nice catch on the lookout for soul mates with similarly adventurous personalities. Via banners, billboards, short TV spots, free-cards and mailings, the Colt invites daters to check out its personality profile on www.rendez-vous.be/colt. There, the Colt describes itself in the same language and format used on the dating site. Interested persons can win a dream date with the Colt to a fun destination. They are invited for a first rendezvous at the dealership.

February compared to January (Brussels Motor show): Brochure requests: from 10/month to 350/month, test drive requests: from 90 to 450/month, number of surfers to the Colt 3-door on www.mitsubishi.be: 29,590 (x3.5), unique surfers to www.rendez-vous.be/Colt: 20,429, contest: 4,500 unique addresses.The client says: “We finally succeeded in reaching a new Mitsubishi target group. Dealers sold cars to youngsters they had never met before. This was due to the appealing creative concept and to the integrated use of interactive response tools (web, dating site and contest). We gathered plenty of qualitative addresses to contact in the future.”