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

  • 1. Fiat: from social to sale
  • 2. Fiat Online How did we get from this… to this…
  • 3. The new Fiat digital path
  • 4. 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
  • 5. The new Fiat 500 an emotional car
  • 6. www.Fiat500.com
  • 7. Welcome to the new member of the Fiat 500 family! the feel good factor!
  • 8. Fiat 500C target
  • 9. Spotify Music streaming service: You search, You find search You play, You share You discover new music
  • 10. "Happy Car - Happy Music" Spotify offered us the chance to be innovative, appealing to our audience and bring alive the ‘feel good factor’
  • 11. Involve, listen and engage!
  • 12. Creating ‘talkability’
  • 13. The new Punto Evo
  • 14. 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)
  • 15. www.evomusicrooms.com A place - real and virtual - where music is going to evolve
  • 16. The platform
  • 17. Communication strategy PHASE Launch Assimilation Growth Cultivation Hyper Easily Easily TARGET influential Influencers Influenced Influenced DISTRIBUTION ACTIVITY USER ACTIVITY
  • 18. Building up credibility
  • 19. 2 way communication
  • 20. Market trend…
  • 21. 500byDIESEL, the first ecommerce trial
  • 22. Fiat 500 Pink: a revolutionary approach
  • 23. www.fiat.co.uk/500pink
  • 24. Media Support - working to engage
  • 25. The social role
  • 26. PR effect helped created the additional buzz!
  • 27. Fiat: from social to sale

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