Your SlideShare is downloading. ×
  • Like
CRM Acceleration Lisbon 2010 - Tripsensations.com: Amplify your Senses
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Now you can save presentations on your phone or tablet

Available for both IPhone and Android

Text the download link to your phone

Standard text messaging rates apply

CRM Acceleration Lisbon 2010 - Tripsensations.com: Amplify your Senses

  • 567 views
Published

Apresentação de Silvio Stafuzza que reforçou o ênfase no elemento Social, ao apresentar um caso prático que exemplifica da melhor forma como se está a inovar nesta área. O consultor sénior de web …

Apresentação de Silvio Stafuzza que reforçou o ênfase no elemento Social, ao apresentar um caso prático que exemplifica da melhor forma como se está a inovar nesta área. O consultor sénior de web marketing brindou o público com a divulgação de um projecto de Social Media Marketing dedicado ao lançamento do novo Citroen C3 em Itália.

Esta apresentação decorreu no dia 18 de Maio de 2010 no Fórum Tecnológico de Lisboa, enquadrada no evento CRM Acceleration Lisbon 2010, o evento dedicado ao SugarCRM e às novas tendências do marketing. Inserido nos eventos oficiais da SugarCRM na Europa, esta foi a sua terceira edição no Mercado Ibérico. Este evento foi organizado pela DRI (www.dri.pt), Gold Partner da SugarCRM em Portugal.

O CRM Acceleration Lisbon 2010 contou com a presença recorde de cerca de 280 participantes e teve como principal objectivo a discussão das novas tendências do CRM (Customer Relationship Management), com especial destaque para as temáticas envolventes do xRM (eXtended Relationship Management) e Social CRM.

Obtenha mais informações em www.eventocrm.com

Published in Technology , Business
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
567
On SlideShare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
7
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. TRIPSENSATIONS “Amplify your Senses” Social
Media
Marke-ng
Strategy
for
the
launch
of
the
 New
Citroën
C3
in
Italy

  • 2. Introduction •  Today
I
will
present
to
you
an
innova3ve
Social
 media
Marke3ng
Strategy.
 •  It
was
developed
last
year
for
our
client
Citroën
 Italia.
It
is
s3ll
currently
online.

 •  Most
automo3ve
adver3sing
campaigns
are
 directed

to
enhance
the
product,
technology
and

 prices
 •  For
Citroën
this
was
the
first
experiment
of
 radical
2.0
web
strategy
for
launch
of
a
new
car.


  • 3. Focus from product to person •  The
idea
was
conceived
with
the
inten3on
of
 developing
an
absolutely
innova3ve
project
 for
the
Italian/European
automo3ve
market,
 and
beyond.

 •  Riding
on
C3's
popularity
we
wanted
to
try
a
 radical
2.0
approach
which
would
engage
and
 keep,
even
online,
its
originality.

 •  Our
innova3on
was:
change
the
strategic
 focus:
from
product
to

person.


  • 4. Introduction Most Automotive Adv Campaign promote: •  Product •  Technology •  Price Tripsensations is the first experiment of 2.0 strategy to launch a new car From Product to Person!
  • 5. Brief 
To
understand
well
the
project
and
explore
the
 way
to
develop
social
marke3ng
strategies,
I’ll
 start
from
client’s
brief.

 
Citroën
asked
us
to
create
a
web
promo3onal
 ac3on
for
the
launch
of
the
New
Citroën
C3,
 without
specifying
what
to
do.
 
The
most
important
improvement
to
the
new
 car
was
the
windshield
Zenith

  • 6. Briefing Create a web promotion for the launch of the New Citroën C3 Transversal Target focus: man & woman Age: from 20 to 50 The New Citroën C3 is a “normal” car but whit a great innovation. The Zenith Windshield!
  • 7. From Style to Trip •  The
“old”
C3
was
a
sucessfull
car
for
the
 original
design
and
dis3nc3v
style.
 •  The
new
C3
is
a
“normal”
car
but
whit
a
great
 innova3on.
The
Zenith
Windshield!
 •  We
propose
to
Citroën
to
use
the
Zenith
 Windshield
as
lens
to
observe
the
world
and
 live
new
experience…
new
visions
…
new
Trips

  • 8. TOWARDS THE NEW C3 Distinctive and Original and original Style wonderful Trip The Zenith Windshield is a window on the world!
  • 9. Insight/Outsight •  …As
we
all
know…
most
car
travel
is
rou3ne!
 •  
Each
of
us
lives
it
in
a
different
personalised
way,
we
enrich
it
 with
music
and
we
feel
different
emo3ons
,
think
different
 thoughts...

 •  Each
one
of
us
establishes
some
landmark,
our
aXen3on
is
 aXracted
by
objects,
colours
and
people
which
define
us,
our
 interests
and
our
sensi3vity
BUT
 •  Nobody
really
knows
how
other
people
live
their
trips

  • 10. TOWARDS THE NEW VERSION COLORS THE CONVERSATIONS MUSIC WORRIES LOCATION SCENERY MEMORIES INSIGHT + OUTSIGHT EACH ONE OF US LIVES HIS PERSONAL TRIP JOYS FANTASIES EXPERIENCE THOUGHTS REFERENCE POINTS COMMITMENTS PARTICIPATION SHARED MEANINGS How other people live their trips?
  • 11. THE IDEA: Concept ? What would happen if we could share our personal experiences and together contribute to create a better world? Approaching … that Zenith “sensational evokes within values”… users… the lens
  • 12. THE IDEA: Concept !!! The Zenith windscreen will amplify your senses Encourage the … Trip and route user to suggest multi senses and share ... vision …
  • 13. The Citroën Challenge •  Give
everyone
the
opportunity
to
share
visions,
emo3ons,
 sensa3ons
and
have
the
opportunity
make
things
nicer,
 improve
our
surroundings,
discovering
new
trip
sensa3ons
 and
ways
to
travel
with
a
collage
of
emo3ons

we
produce.
 •  If
people
that
follow
the
same
route
share
an
horrible
vision..
 This
people
can
organise
a
movement
to
change
and
improve
 it..
Can’t
they?

 •  And
maybe,
before
the
Zenith
Windshield
their
vision
was
 limited
and
naked..
 •  The
opposite
may
happen
with
beau3ful
things!

  • 14. “The TRIP begins”
  • 15. THE STEPS 1..2..3.. “Sensorial Configurator” Community Street dressing
  • 16. SENSORIAL CONFIGURATOR 1.. TO BRING THE USERS CLOSER TO THE NEW C3. FROM TO PRODUCT PERSON
  • 17. Sensorial Configurator from product to person 



All
automo3ve
companies
are
pu]ng
online
product
 configurators,
through
which
users
can
choose
the
color,
the
 interior
or
the
type
of
wheel.
 
To
be
coerent
with
the
project,
we
wanted
to
focus
on
the
 person!
 
So
..
We
create
the
“sensorial
configurator”.
The
user
can
put
 what
he
imagines
and
what
he
“feels/hears”
..
And
the
 configurator,
doing
a
meta
search,
creates
a
dynamic
video
 anima3on
with
images
and
songs
related
with
the
sensorial
 configura3on.
 
This
step
was
the
teaser,
before
the
launch,
to
bring
the
users
 to
the
new
C3

  • 18. SENSORIAL CINFIGURATOR 1! www.newc3trip.it
  • 19. COMMUNITY 2.. TO SHARE TRIPS; VISIONS AND SENSATIONS RADICAL 2.0 APPROACH THE COMMUNITY BUILDING
  • 20. Tripsensations.com •  Tripsensa3ons.com
is
the
social
network
to
build
a
 tripsensa3ons
community.
Here
the
people
come
to
share

 sensa3ons
and
to
know
new
friends.
 •  Tripsensa3ons
is
very
different
from
Facebook!

 •  In
Facebook
we
share
contents
with
people
and
friends
that
 we
know
in
the
real
life.
 •  In
Tripsensa3ons,
the
users
have
the
opportunity
to
know
 new
people
that
follow
the
same
route,
sharing
visions
and
 sensa3ons
and
every
thing
related
with
the
journey
and
view.

  • 21. STREET DRESSING 3 RADICAL 2.0 APPROACH OFF LINE Engage people to enter in tripsensations.com and share their feelings
  • 22. STREET DRESSING 3 RADICAL 2.0 APPROACH OFF LINE THE USER CREATE THE POSTER ADVERTISING CAMPAIGN
  • 23. Street dressing •  Was
the
contest
organized
by
Citroën
to
launch
 Tripsensa3ons.
 •  In
partnership
with
IGP
DECAUX,
we
setup
a
 poster
campaign
in
Milan
 •  There
were
2
phases.

 •  Teaser
phase
to
engage
people
to
enter
in
 tripsensa3ons.com

and
share
their
feelings
 •  Launch
phase,
one
month
ader,
when
we
put
the
 sensa3ons
posted
on
the
website
as
posters
in
 the
same
posi3ons.

  • 24. KEY POINTS •  If
we
really
want
to
know
people
we
have
to
give
them
a
 chance
to
express
them
selves
in
rela3on
whit
others.

 •  The
companies
have
to
invest
to
give
something
to
the
 clients..
And
give
something
isn’t
only
present’s
or
money,
 but
intangible
things
too.
 •  Help
people
to
be
together,
give
them
space
to
express
 them
selves,
this
will
help
us
to
understand
wath
they
really
 need
and
want.
 •  Companies
have
to
be
a
true
good
friend,
transparent,
 correct
and
sincere
(sinsier)
 •  So…
Corporate
social
responsibility
must
be
true
like
a
good
 friend.
 •  This
new
way
to
do
business.

  • 25. KEY POINTS •  Give people a chance! •  Invest in the Client! •  Help people to live better! •  Be transparent! •  Be socially responsible!
  • 26. INVESTMENT •  Overall investment for tripsensations.com was more or less 6% of the advertising budget (TV, RADIO and PRESS) for the new C3.
  • 27. GRAZIE!  SILVIO
STAFUZZA
 SILVIO@CROWDM.IT