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Ирина Петраченкова - CITROEN Russia и Евгения Лысенко - OMD Media Direction
 

Ирина Петраченкова - CITROEN Russia и Евгения Лысенко - OMD Media Direction

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Выступление Ирины Петраченковой, CITROEN Russia, head of advertising department, и Евгении Лысенко, руководителя группы OMD Media ...

Выступление Ирины Петраченковой, CITROEN Russia, head of advertising department, и Евгении Лысенко, руководителя группы OMD Media Direction, на Саммите Digital Branding - BEST CASES, Session 6 "Content Management", October, 26, 2012 www.digital-branding.ru

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  • Линейка ДС – премиум линейка среди автомобилей марки Ситроен. Лонч DS3 состоялся в 2009 году, 2012 год – год лончей DS4 и DS5. Цель лончей (кроме увеличения маржинальности) - поддержка имиджа марки как производителя премиальных автомобилей, т.к. автомобили линии DS отражают основные ценности бренда, такие как нестандартность, индивидуализм, стремление выделиться из толпы и это все – на базе высоких технологий.
  • Схематично проект можно разделить на 3 составляющие: клиентскую часть, сам эвент и медийную поддержку. Клиент обеспечивает необходимое кол-во автомобилей и необходимую «атмосферу»,
  • Анализируя рез-ты анкет, заполненных участниками тест драйвов, мы пришли к выводу, что несмотря на использование ТВ, нам удалось достичь ядра аудитории (все 25-45), специалисты, директора, менеджеры. Т.к. само предложение отвечало инсайту ЦА

Ирина Петраченкова - CITROEN Russia и Евгения Лысенко - OMD Media Direction Ирина Петраченкова - CITROEN Russia и Евгения Лысенко - OMD Media Direction Presentation Transcript

  • CITROËN DS LINE CASE
  • _Objectives BUSINESS Generate sales of new DS LINE cars MARKETING Increase the quantity of test-drives: because the conversion of test-drives into sales is high enough for Citroen, we need to generate trial for sales increase Invite TA to have a test-drive using the mostCOMMUNICATION attractive and relevant way
  • _Why is it important to generate test-drives? The contact of the potentialTest-drive is the final stage 80% of people make a Increase of test-drives leads consumer with the car of consumer’s path-to- decision about purchasing to increase of sales builds the emotional purchase after a test-drive engagement with the brand
  • _Test-drive is Citroen’s invention! • André Citroën was the 1st automotive manufacturer who has realized the importance of contact between the car and it’s potential owner and has proposed his customers to have a test-drive
  • _What is DS Line?• True embodiment of key values of Citroën brand – CREATIVE TECHNOLOGIE• Image improvement of the OVERALL BRAND IMAGE due to • PREMIUM Positioning • Exquisite French STYLE • Advanced TECHNOLOGIES
  • _DS Line Target Groups: different, but similar? SOCIO-DEMOGRAPHIC PORTRAIT Young, female skew, high income Middle age, high income Adults (men skew), high income aimed at personal success rather successful yet married, established, successful PURCHASE DRIVERS ACCORDING TO CANALETTO RESEARCH FUN CAR: INDIVIDUALITY AND STANDING: CLASSICAL STATUS: design, technology, design, performance, quality, design, performance technology, technology All 3 groups want to be different from others, especially via car they drive They are oriented on technology and design while choosing a vehicleSource: TNS MMI 2011/1 HYCanaletto Segmentation for PSA, 2011 6
  • _How can we attract people to DS Line test drives? Business perspective Event perspective ATL perspective Dealers’ involvement and To arrange / to join the To generate an interest to their focus on proposal of event where people will get the model and invite peopletest-drives / Cars availability the opportunity to have a to have a test-drive / to visit for test drives in dealership test-drive the event
  • _SolutionInsight: I’m too busy for having a test-drive because it’s too difficult - I have tofind time from 10:00 to 21:00, to make a call or sign up online, these sites requirethe registration and it’s a too long process. Usually the dealerships don’t havethe necessary version of the car for a test-driveIdea: to propose TA test-drive any time they like - all DS Line cars will beavailable 24 hours during 4 daysImplementation: OMD created the online system for very easy test-drivesigning up and the version for mobile devices
  • _Activation: “24h Test-Drives” projectStep 1: Dealers (all or several) to arrange 24-hours* test drive opportunity for DS Lines modelsStep 2: Citroën to invite the consumers via mediaStep 3: Consumer to sign up for a test-driveStep 4: Consumer to have a test-driveStep 5: Citroën to have a PR support after the test-drivesCars availability: maximum of possible versions should be available
  • _Activation: “24h Test-Drives” projectStep 1: Dealers (all or several) to arrange 24-hours* test drive opportunity for DS Lines modelsStep 2: Citroën to invite the consumers via mediaStep 3: Consumer to sign up for a test-driveStep 4: Consumer to have a test-driveStep 5: Citroën to have a PR support after the test-drivesCars availability: maximum of possible versions should be available
  • _Step 2: Citroën to invite consumers via media DS Line target audience features:Innovators and curious people• Not afraid of buying new tech products (63%, aff 123)• Prefer mobile phones with all new features and services (65%, aff 137)• Active Internet users (87%, aff168), use via mobile (36%, aff 205) Communication way to catch them:Digital is a main focus• Interactive banner with the possibility to sign up for test drive• Application for PC and mobile devices with the interface for signing up for test drive
  • _Step 2: Citroën to invite consumers via media DS Line target audience features:24-hour active and busy• They are very busy and have no time for test-drive during working hours of dealer centers• Moscow never sleeps • 24-hour supermarkets, beauty salons, restaurants Communication way to catch them:Evening / Night media• To have a contact with TA through the media which are available at evening / night time for catching them at relevant time for our proposal and building the association • Street screen • Internet with targeting for evening / night time
  • Actual Media supportCommunication channels for announcement and invitation: Awareness of the event More targeted awareness building for wide TA building Call to action Screens in Internet Street TV Fitness clubs banner screens
  • _Step 3: Consumer to sign up for test-drive Announcing banner: Overall base of signed • Online sign up users for test-drive with • Mobile sign uo online data updating • Offline sign up Media Perspective: • High affinitive resources • Payment for test drive sign upSite: Reminding about test- drive one day in advance • Detailed information about test-drive event (very simple site and test-drive sign up form)
  • _Results: short summary Social buzzTest drives increase: +98%Sales increase: +24%First response from consumers: Like “Convenient time for me” “No traffic jams” “Services of high quality” Dislike “Queue for a test-drive” “Short route”
  • _Profile of the audience Occupation Age Specialist 4% 3% 15-20 Director | Top management 5% Head of deprtment 21-25 15% Worker 26-30 11% Clerk 31-35 Housewife 36-40 14% Unemployed 41-45 Student 28% 46-50 Pensioner 19% 51+ On a leave to care for a child No answer Other No answer 0% 10% 20% 30% 40%• Among visitors of 24 Test-Drive almost 77% are specialists, directors, top or middle managers. It shows that mainly people with average & high income were interested by the event.• Around 87% of respondents were 21-45 years old. 16Source: Dealership Questionnaires, June 2012
  • _Citroën “24h Test-Drives” project How did you signed up for the test- How did you find out about the project? drive? Saw banner in the Internet Saw commercial spot on TV Throught the 11% Internet In dealers center From friends 12% 35% With manager in person Saw ad on the streets Saw ad in press By telephone Saw ad in Fitness center 34% Other Other 0% 10% 20% 30% 40% Was it comfortable to sign up via Did you like the idea to have a 24 test-drive? Internet? 5% 1% Very comfortable Liked very much 3%6% Rather comfortable Rather like 21% Somewhat like Somewhat 17% comfortable Rather dislike 73% Rather uncomfortable 72% Disliked very much Very No answer uncomfortable 17Source: Dealership Questionnaires, June 2012
  • _Results & project impact Has the test-drive influenced you buying decision? How? Yes, my opinion about the test-drive car has improved No, nothing has changedYes, my opinion about the test-drive car has worsened No answer 0% 10% 20% 30% 40% 50% 60% 70% 80% Has the test-drive influenced your attitude to the Citroen brand? How? Yes, my opinion about the Citroen brand has improved No, nothing has changedYes, my opinion about the Citroen brand has worsened No answer 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 18Source: Dealership Questionnaires, June 2012
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