A few days before Mother’s Day we sent a special 500L taxi to Milan, offering a special service: the chance to pay for every ride by ringing mom. The taxi only left when the conversation started and it travelled as long as the conversation went on: this resulted in interesting reactions from the passengers, and many phone calls, both fun and emotional.

A few days before Mother’s Day, we sent a special taxi – the 500L, obviously – around Milan. As they get in the car, the passengers found out that they can only pay for the ride one way: ringing mom. The taxi only left when the conversation started and it travelled as long as the conversation went on.

Several rides, the passengers’ reactions and their phone calls were filmed in order to create a video, and were then aired on Fiat’s Facebook page on the 8th of May – Mother’s Day.

The video was posted on Fiat’s Facebook page on Mother’s Day and it got over 1.000.000 views with a reach of 2.000.000 within the first 12 hours. All of that on a Sunday, a day when users are usually less active on social networks.