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500 wants you - The interactive marketing platform

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How we made room for passion, expectations, dreams …

How we made room for passion, expectations, dreams
and tastes of people
to revisit and refresh the legend.

Published in: Design

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  • The Foundation is the private fund of commercial agents, which provides a supplementary pension in addition to a variety ofservices to its members: pensions, scholarships, maternity allowance, insurance, mortgages.\n
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  • One of strategic objectives at the beginning of the process was to reenter the club of Historical European manufacturers.\nThe objective was to overtook at least one EU full-liner\nWe were able to close the gap already by the beginning of 2006, but finally we managed to overtake the first in September.\n
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  • Legends are immortal, yet the dust of time covers them. The big challenge is:\nhow can the 500 once again become \na contemporary icon? \nhow can we update\nthe legend and project it into 2007?\n
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  • When we approached the Fiat 500 project, we asked consumers to co-design both the product and the marketing plan, through the web. We created a web site where anyone could express her or his opinion about the car, while the car was still in the design stage. The reaction we got was overwhelming....\n[VIDEO 500 WANTS YOU 1’50’’]\n3° of may 2006 - 500 wants you\nThe ambition: to create the biggest internet-based interactive marketing platform \nOn the 3° of may 2006, 500 days before the official launch, 500 Wants you was born and the count-down begins!\nConsumer Engagement. We asked all the users their inputs and suggestions to build together the 500 in 500 days: \nThe new 500 reinterprets these values and forms and asks people to give free rein to their impulse to express themselves, to imagine and to dream.\n
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  • \n500 days, more than 20 different platforms (both for specialists and for general users): the first car for the people and really made by the people\nAn international laboratory in which to unleash imagination and emotions, so as to create a new 500 made by people for people\n109.549.789 visited pages // 9.129.813 contacts // 6.529.857 unique visitors // 96.169 registered users\nConcept Lab I (3 May – 14 December 2006) \n\nconfigurations received: 171,070\nsuggestions received: 22,481\n
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  • MAiling list: I shared data and information with more than 100 hundred people\n
  • more than 420 days\n24 initiatives\n
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  • The first is the 500. this car embodies all the values of the new Fiat. It has the potential to make it cool, global and young. The products displayed on the slide are just some of the 1500 proposal made by designers that we have challenged in a contest launched through our web site.\nWe have never shown but the creative community is already able to imagine the 500 world… that must tell us something\n
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  • This are some of the numbers of the Fiat 500 .com website, which became the first automotive portal in Italy and has more visits than the new Nike Football website. \nPeople are visiting it from countries where we don’t sell a single car since ages like US\n
  • and very important they are twice as young as the Fiat brand site visitors.\n
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  • Transcript

    • 1. 500 WANTS YOUInteractive marketing platform
    • 2. CROWDSOURCINGA PLANB RESOURCESC RESULTSD FOLLOW UP “Make room for passion, expectations, dreams and tastes of people to revisit and refresh the legend”.
    • 3. ONCE UPONE A TIME (2004) If I’d asked my customers what they wanted, they’d have said ‘a faster horse’ (Henry Ford) A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 4. FIAT TALKS TO YOUNG PEOPLE A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 5. ...AND LISTENS TO ONLINE COMMUNITIES A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 6. THE 500 LEGENDA great legacy of histories,symbols, meanings, along with itsunmistakable round compactshape, has made the 500 a realcult object... rather, a legend.A LEGEND THAT WAS ABOUTTO BE BACK ON THE ROAD.
    • 7. 500 WANTS YOUAN INTERNATIONAL DIGITALMARKETING PLATFORMCREATEDWITH THE PEOPLEFOR THE PEOPLE.
    • 8. CONCEPT LAB I + IIConfigurator for vehicle externals based onthe Trepiùno concept car A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 9. DESIGNBOOMinternational design contest open toprofessionals, students, design loversfrom all countriesjury: giorgio armani, jasper morrison,luca cordero di montezemolo, gabrielesalvatores A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 10. 500 DESIGNBOOM WINNERScategory 500 accessoriesdolce vita, by nils kajander,helsinki, finlanddisplayed in milan, at "salonedel mobile 2007” A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 11. 500 DESIGNBOOM WINNERScategory 500 lifestylevacuum cleaner, by eugenyonutchin, ramat-gan (israel)displayed in milan, at "salonedel mobile 2007” A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 12. 500 DESIGNBOOM WINNERScategory 500 placesdriving cinema, by timthornton, london (unitedkingdom)displayed in milan, at "salonedel mobile 2007” A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 13. 500 TEAM ADVANCED DESIGN PRODUCT PORTFOLIO MANAGEMENT PRODUCT MARKETING MARKETING COMMUNICATION CO-MARKETING LICENSINGA PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 14. TIMING & COSTS 4 million people 24 initiativesA PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 15. THE LONG TAILhead tatooonline.it long tail A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 16. A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 17. AWARENESS500x500 online bookingMay, 3rd 2007 (1st community birthday)One booking request every 40 seconds!From 32 Countries in the World A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 18. AN UNBELIEVABLE COUNTDOWNStats, 3 May 2006 – 27 June 2007 Concept Lab II (from 15 December 2006 to 27 July 2007)Page views: 63,507,889 Configurator for vehicle externals and interiorsUnique visitors: 3,679,275 based on the Trepiùno concept carVisits: 5,741,596 configurations received: 111,638 suggestions received: 75,558Users registered with the site: 79,251 Configurations submitted from other countries:Users registered with the newsletter: 99,717Tell a friend: 19,733 Germany 6,070Screenmates downloaded: 25,424 France 5,692 Sweden 2,779Concept Lab I Switzerland 2,443(3 May – 14 December 2006) Holland 2,241Configurator for vehicle externals United Kingdom 2,165based on Trepiùno concept car Spain 1,821configurations received: 171,070 Portugal 1,388suggestions received: 22,481 United States 1,286 Poland 1,102 Belgium 1,019 A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 19. A STUNNING LAUNCHstreaming4° july: 91’920 UV for the Show5° july: 99’305 UV for the Convention500 wants you423.665 unique visitors on the 5° of july+ 4 million unique visitors from its launch Live streaming 500 video configurator A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 20. INTERNATIONALISATION A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 21. YOUNGER TARGET +90% of visitors < 30 years-old vs. Fiat websiteA PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 22. 500,000 UNITS IN ONLY 31 MONTHS FROM ITS LAUNCH A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 23. A TOOL FOR THE MARKETS«500 wants you dont know any limits.You, together with people from more than200 countries around the world, have browsed the platform dedicated to the500, and 26 countries have already their own customised version of the site: fromPortugal to Norway, from Argentina to Morocco, from Japan to South Africa.» A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 24. THE MOST VISITED CAR IN UK EU A segment activity overtime Q1 08 - Q3 10 Source: sophus3 eDataXchange
    • 25. FROM 500 TO THE WHOLE RANGE http://www.stickerlab.fiatpunto.it/ http://blog.fiatpunto.it/grande-punto-sticker-lab/ A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 26. + WEB IN THE MEDIA MIX100% Other Sponsorship75% Cinema Outdoor50% Radio Magazine Newspaper25% Web TV 0% Francia Italia UK Media Budget e % media mix (2010) A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 27. CONFIGURATIONS MIX VS. ORDERS MIX Fiat 500 DE - Mix Interest vs. Trial vs. OCF 100% 75% 1.4 Sport 1.3 MJ Sport 1.2 Sport 1.4 Lounge 50% 1.3 MJ Lounge 1.2 Lounge 1.4 Pop 1.3 MJ Pop 25% 1.2 Pop 0% % Config Link % OCF % A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 28. P a g i n a | 21THE SOCIAL BRAND 2.3. Un bilancioDi seguito si riportano tre grafici che restituiscono in modo aggregato i dati prima esposti perogni piattaforma. - Grafico 6: La frequenza di aggiornamento dei profili. Le barre grigie sullo sfondo si riferiscono al punteggio di ogni azienda in classifica generale - Read the full report A PLAN B RESOURCES C RESULTS D FOLLOW-UP
    • 29. 500 wants you: A driver of enthusiasm. A marvellous gathering place. An effective vehicle for communication accessible to consumers. A completely new way to use the web within aA PLAN corporate process.B RESOURCESC RESULTSD FOLLOW UP
    • 30. THANK YOU!http://it.linkedin.com/in/stefanostravato