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

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HKD2 - Fiat - From Social To Sale

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

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