Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Tamer AslanDomus Academy 2011
Framework   Concept                                Scenarios                                          Project Details     ...
Framework     Concept   Scenarios   Project Details     Value&Potential                                                   ...
Framework   Concept    Scenarios   Project Details   Value&Potential  How to expressbehavioral identity            in Alfa...
Framework       Concept        Scenarios         Project Details    Value&Potential                                       ...
Framework   Concept   Scenarios   Project Details   Value&Potential
Framework        Concept               Scenarios           Project Details           Value&Potential                      ...
Framework      Concept       Scenarios   Project Details      Value&PotentialEGO Profile                                   ...
Framework   Concept   Scenarios   Project Details   Value&Potential                                                     SO...
Framework   Concept       Scenarios    Project Details    Value&PotentialSocial IdentitySystem Map                        ...
Framework   Concept   Scenarios   Project Details    Value&Potential                                                    TR...
Framework   Concept   Scenarios              Project Details           Value&PotentialTraveler Identity                   ...
Framework   Concept   Scenarios   Project Details   Value&Potential                                                       ...
Framework   Concept    Scenarios                Project Details        Value&PotentialEco IdentitySystem Map              ...
Framework    Concept             Scenarios     Project Details   Value&PotentialRewarding System                    Credit...
Framework   Concept    Scenarios   Project Details   Value&Potential    • New Direction for On-Board Solutions    • Physic...
Upcoming SlideShare
Loading in …5
×

Alfa EGO: A Mobile Solution for Brand Communication

905 views

Published on

Although in-car technologies have rapidly expanded to include more features, from enhanced navigation to social integration and ecologic awareness, the dialogue between the car and its users has stayed almost the same.

Based on and inspired by the strong character of Alfa Romeo values, EGO App tries to suggest a new dialogue by building up three identities for the Alfisti and their Alfa Romeos: Social, an Alfa to attract people for becoming a social hub; Traveler, a travel companion to remember and share; and Eco, a sensitive Alfa to suggest and improve awareness.

Through game-like modality and awards, Alfa EGO not only manages to strongly communicate Alfa Romeo brand to more people, but also opens up new paths of partnerships that can expand the brand into new domains.

  • Be the first to comment

  • Be the first to like this

Alfa EGO: A Mobile Solution for Brand Communication

  1. 1. Tamer AslanDomus Academy 2011
  2. 2. Framework Concept Scenarios Project Details Value&Potential Target Target Target Uma urman, Giulietta: Strong woman gure, ap- pealing to both men and women The Brand Character Vertical Stage | Salone del Mobile Uma urman, Giulietta: Strong woman gure, ap- pealing to both menUma women and urman, Giulietta: Strong woman gure, ap- Vertical Stage | Salone del Mobile pealing to both men and women Target Vertical Stage | Salone del Mobile Target James Blake Concert Uma urman, Giulietta: Strong woman gure, ap- Vertical Stage | Salone del Mobile Paolo Evangelista: Fitnees | Wellnessto both men and women pealing | Rimini James Blake Concert Uma urman, Giulietta: Strong woman gure, ap- Paolo Evangelista: Fitnees | Wellness | Rimini pealing to both men and women Vertical Stage | Salone del Mobile James Blake Concert Paolo Evangelista: Fitnees | Wellness | Rimini James Blake Concert Paolo Evangelista: Fitnees | Wellness | Rimini Car - User Dialogue James Blake Concert Paolo Evangelista: Fitnees | Wellness | Rimini
  3. 3. Framework Concept Scenarios Project Details Value&Potential ) ) Identity through Reflecting user behaviours identity on car from Signals Mobile to Suggestions Connectivity
  4. 4. Framework Concept Scenarios Project Details Value&Potential How to expressbehavioral identity in Alfa? How to create a better dialogue between the Alfa and the user?
  5. 5. Framework Concept Scenarios Project Details Value&Potential Social Traveler Eco Alfa EGO is a mobile app that reflects the character of the Alfisti through three identities: Social, Traveler and Eco. With the help of the services of each identity, the Alfisti can increase his activity in each of these. More activity will be rewarded as badges and credit, which can be spent through the offers within and outside of Alfa Romeo.
  6. 6. Framework Concept Scenarios Project Details Value&Potential
  7. 7. Framework Concept Scenarios Project Details Value&Potential Travel Companion eco Awareness and EfficientWHAT Carsharing and Social Hub and Memory Editor Driving - keeping track and matching - Challenging friends - sending pick-up invitations user content - Receiving automaticHOW - Checking-in to the car - Carpooling - post-editing journeys suggestions - collective itineraries - Out-of-city Travels - Going out with friends - After the journeys - “Greener” paths are available - Events, parties, concertWHEN - Daily routines - Planning Journeys - Driving mood is inefficient
  8. 8. Framework Concept Scenarios Project Details Value&PotentialEGO Profile Upcoming Events Badges In-Car Status Last Trip Upcoming Trips Ongoing Challenges Eco Stats
  9. 9. Framework Concept Scenarios Project Details Value&Potential SOCIAL
  10. 10. Framework Concept Scenarios Project Details Value&PotentialSocial IdentitySystem Map + Pick-Up REWARDING +10 Routine A M Community
  11. 11. Framework Concept Scenarios Project Details Value&Potential TRAVELER
  12. 12. Framework Concept Scenarios Project Details Value&PotentialTraveler Identity PlansSystem Map Alfa Itinerary Database E + D I + + T Community My Trips +10 REWARDING
  13. 13. Framework Concept Scenarios Project Details Value&Potential ECO
  14. 14. Framework Concept Scenarios Project Details Value&PotentialEco IdentitySystem Map Suggestions eco:Index +10 Challenges REWARDING Community
  15. 15. Framework Concept Scenarios Project Details Value&PotentialRewarding System Credits Badges Check-in to Alfa: +5 Check-in to Pick-Up Venue: +10 Itinerary Upload: +30 Downloads by Others: +2 Downloaded Itinerary, Taken: +20 Suggestion Taken: +5 / +10 Challenge Won: +30
  16. 16. Framework Concept Scenarios Project Details Value&Potential • New Direction for On-Board Solutions • Physical Interfaces

×