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La Nave dei Giovani di MSC Crociere

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La Nave dei Giovani di MSC Crociere

  1. 1. NAVE DEI GIOVANI SOCIAL CASE HISTORY FORUM Andrea Guanci - Direttore Marketing
  2. 2. CHI SIAMO
  3. 3. UN APPROCCIO SOCIAL
  4. 4. ENGAGEMENT E COMUNICAZIONE INCURIOSIRE COINVOLGERE COCCOLARE +500% fan in un anno
  5. 5. PROMOZIONE E SVILUPPO BUSINESS La pagina FB di MSC diventa un marketplace virtuale dove si incontrano domanda ed offerta. Una piattaforma di comunicazione ad hoc per garantire trasparenza e giustizia. L’agenzia di viaggio si occupa dell’utente per l’intero sales funnel: da prospect a cliente. NASCE MSC SOCIAL PARTNER
  6. 6. MSC SOCIAL PARTNER // I PRIMI RISULTATI CROCIEREVENDUTE + 1500 5000 OLTRE RICHIESTE
  7. 7. I PRINCIPALI RICONOSCIMENTI “SOCIAL” FACEBOOK SUCCESS STORY TOP 10 ITALIAN BRANDS BY ENGAGEMENT RATE Source: Socialbakers LA PRIMA SUCCESS STORY ITALIANA DI TWITTER
  8. 8. LA NAVE DEI GIOVANI 2013
  9. 9. LA NAVE DEI GIOVANI
  10. 10. IL TARGET I CROCERISTI OGGI SOLO 1 SU 10 HA MENO DI 30 ANNI
  11. 11. COME CONQUISTARLO? LA STRATEGIA MSC UNA NAVE RIVOLTA AI GIOVANI
  12. 12. IL CONCEPT STRATEGICO PERCHÉ LA NAVE DEI GIOVANI? MEGLIO UNA CROCIERATEMATICA PER UNA SETTIMANA… O UNA NAVETEMATICA PER TUTTA LA STAGIONE?
  13. 13. OBIETTIVI DI MARKETING DIFFERENZIAZIONE vs. competitor ITINERARIO NAVE ESPERIENZA UNICA E BEN DISTINTA SUL MERCATO REASON WHY (vs. prospect, non crocieristi) ESPERIENZA DIVACANZA CLASSICA ESPERIENZA DI VACANZA ALTERNATIVA E DI GRANDE APPEAL
  14. 14. PIANO MARKETING
  15. 15. MARKETING MIX
  16. 16. DISTRIBUZIONE FORTE COINVOLGIMENTO NUOVO CANALE DI DISTRIBUZIONE Appena lanciata la nave dei giovani boom di richieste nel programma Social Partner. In meno di un mese quasi lo stesso numero di richieste pervenute in 4 mesi.
  17. 17. LEVE - PREZZO NESSUNA POLITICA DI SCONTO
  18. 18. PRODOTTO LA NAVE DEI GIOVANI È Party in piscina Serate a tema Guest DJ Musica
  19. 19. PROMOZIONE ONLINE OFFLINE ★ Locandine e flyer distribuiti nelle principali spiagge italiane e nelle migliori discoteche. ★ Presenza nelle billboard di grandi Università italiane. ★ Hostess con app per social extender (raccolta dati e viral sui social). ★ Premio della trasmissione per giovani TopOne su Italia1.
  20. 20. PROMOZIONE LA NAVE DEI GIOVANI NAVIGA FORTE. SOPRATTUTTO SUI SOCIAL.
  21. 21. PROMOZIONE SOCIAL // PRE-PARTENZA
  22. 22. PROMOZIONE SOCIAL // DIRETTA LIVE BOOM di INTERAZIONI +500% in 3 GIORNI
  23. 23. PROMOZIONE SOCIAL #NAVEDEIGIOVANI TWEET LIVE SULWALL INTERATTIVO A BORDO PISCINA
  24. 24. I RISULTATI
  25. 25. I RISULTATI
  26. 26. I RISULTATI
  27. 27. I RISULTATI
  28. 28. I RISULTATI
  29. 29. I PARTNER ✓ Citazioni nelle trasmissioni di punta ✓ Segnale orario ✓ Crociera con i talent ✓ Social e Web ✓ Sponsor ufficiale del Campionato italiano ✓ Presenza in tutte le principali spiagge italiane con hostess e materiali vari ✓ Presenza costante nel portale ✓ Contenuti editoriali e pubblicitari ✓ Crociera di Skuola.net nella nave dei giovani (30 agosto) ✓ Corsi di inglese certificati su tutte le rotazioni ✓ Insegnanti madrelingua ✓ Luiss: sponsor ufficiali del Gran Ballo. Presenza su billboard e radio ✓ Università Cattolica di Milano: project work + billboard ✓ Università di Macerata: project work + billboard e molte altre…
  30. 30. E PER IL FUTURO?
  31. 31. 2014 // la flotta dei giovani RADDOPPIA MSC Sinfonia GENOVA > CANNES > Ibiza > PORT MAHON > OLBIA > SALERNO MSC Armonia VENEZIA > ANCONA > SANTORINI > Mykonos > KOTOR > SPLIT + IL 2104
  32. 32. 2 rotte diverse, un mare di esperienze in comune White PartyFlower Glory Party Orange Party con Campari Fitdance DJ for a Night Revival party Thriller Party Snow party Beer Festival I PARTY
  33. 33. I partner che hanno già confermato la propria presenza sulla NAVE DEI GIOVANI: Ed è solo l’inizio… I PARTNER
  34. 34. LIKE BOX Quando la condivisione è live il divertimento diventa contagioso.
  35. 35. SHAKE CHAT APP Il social entra nel vivo. Keep in chat.
  36. 36. Il divertimento naviga in buone acque.
  37. 37. Grazie. @MSC_crociere@andreaguanci Seguici

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