Title	LANCIA YPSILON SOCIAL POUR ELLE
Brand	LANCIA - FIAT CHRYSLER AUTOMOBILES
Product/Service	AUTOMOTIVE
Category	F05. APPLICATIONS / TOOLS
Entrant Company	BITMAMA Torino, ITALY
Advertising Agency	BITMAMA Torino, ITALY

Name	Company	Position
Maurizio Sala	BITMAMA SRL	Partner And Executive Creative Director
Niccolò Magnani	BITMAMA SRL	Manager
Francesco Milanesio	BITMAMA SRL	Creative Director
Erica Pozzato	BITMAMA SRL	Account
Giorgio Emanuele De Donno	BITMAMA SRL	Art Director
Riccardo Albertazzi	BITMAMA SRL	Art Director
Chiara Fissore	BITMAMA SRL	Copywriter

Creative Execution

Ypsilon Social Pour Elle can be used through the dedicated Facebook tab. After accessing it, users find themselves on a page that reproduces their timeline. Posts by their male friends disappear in real time and are replaced by female-friendly messages. This content is divided into two categories: Elle titbits and unconventional ads. The first, written by the Elle editorial team, consists of beauty advice, news from the fashion world and lifestyle suggestions. The second, on the other hand, promotes the feminine side of the car, directing users to the Lancia portal’s Elle page.

The app, online from 13 October, is part of a campaign which is achieving outstanding results.

Football, the gym, action films. Let’s be honest: women find men’s interests pretty dull. And since the latest research into global digital trends has found that women predominate on Facebook, we thought we might make the social networking experience even more female-friendly. That’s why we created Ypsilon Social Pour Elle, the first app that hides male posts and replaces them with titbits and content with more feminine appeal.