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HKD2 - Fiat - From Social To Sale
 

HKD2 - Fiat - From Social To Sale

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Chiara Camandona, Fiat UK shows how Fiat levereged social media in a creative way to increase their sales

Chiara Camandona, Fiat UK shows how Fiat levereged social media in a creative way to increase their sales

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    HKD2 - Fiat - From Social To Sale HKD2 - Fiat - From Social To Sale Presentation Transcript

    • Fiat: from social to sale
    • Fiat Online How did we get from this… to this…
    • The new Fiat digital path
    • With the launch of the 500 we felt there was a real opportunity to go ahead of our competitors The Fiat 500: the car by the people for the people
    • The new Fiat 500 an emotional car
    • www.Fiat500.com
    • Welcome to the new member of the Fiat 500 family! the feel good factor!
    • Fiat 500C target
    • Spotify Music streaming service: You search, You find search You play, You share You discover new music
    • "Happy Car - Happy Music" Spotify offered us the chance to be innovative, appealing to our audience and bring alive the ‘feel good factor’
    • Involve, listen and engage!
    • Creating ‘talkability’
    • The new Punto Evo
    • Our target audience had roots in both online and music Light media consumption: Heavy media consumption: • 21% light newspaper readers • 27% heavy online users • 16% light magazine readers • 28% heavy OOH consumers • 30% light TV viewers • 29% heavy cinema viewers • 21% light radio listeners Passionate about music: Mobile usage: g • Music is an important part of my life p p y • 97% have a mobile phone (143 index) • 56% use bluetooth • I like to listen to new bands (188) • 25% access the internet via their mobile Early adopters • Usually 1st amongst my f ll friends d to know whats going on (131) • I like to keep up with latest fashions (172) Source: ABC1 18-34 years (TGI Q3 2009 data)
    • www.evomusicrooms.com A place - real and virtual - where music is going to evolve
    • The platform
    • Communication strategy PHASE Launch Assimilation Growth Cultivation Hyper Easily Easily TARGET influential Influencers Influenced Influenced DISTRIBUTION ACTIVITY USER ACTIVITY
    • Building up credibility
    • 2 way communication
    • Market trend…
    • 500byDIESEL, the first ecommerce trial
    • Fiat 500 Pink: a revolutionary approach
    • www.fiat.co.uk/500pink
    • Media Support - working to engage
    • The social role
    • PR effect helped created the additional buzz!
    • Fiat: from social to sale