Analysis of communication Fiat 500 & Interactions with the launch of Alfa Romeo MiTo

1. Digital Marketing John Greene Team work: Cristina Castro Mijares Francesco De Cillis Daniele De Francesco Mauro D’Urbano 2008/2009

3. Strategies from the past:

4. “ This year, tactical decisions will be more important than strategies” “ flexible investments, more concentration and more efficiency” “ On January we will be on air with several campaignes… childs will be the protagonists(‘driven by the future’)”. “ At the moment is going on the competition for 500 Cabrio creativity, which should be launched in April”.

5. “ Driven by the future ” a car ‘friend’ of the environment: future car drivers are asking for that Progress always come from some dream, starting from the immagination of ‘the people of tomorrow’ During the advertising spot, a song of Sergio Endrigo ‘to make a tree’ is used, perfectly connected with the environmental element. The new advertising campaign takes more care about the environmental aspect. Indeed, Fiat looks at the future searching answers for a society which gives always more importance to the ecologic problem.

6. Ideas on product Start to discover it…

7. March 2009. In Ginevra’s Hall, in world preview, the original cabriolet version is in homage to the “ opened” car of 1957 Cabriolet ... A true window in the sky … Tell that also to your friends. We are waiting for all of you, for the 500C Preview! Expression of the italian happiness and desire of life

8. 500 by DIESEL perfect sinergy of made in Italy “ The 500 dresses by Jeans” Internal structure DIESEL tessute denim, the 5°pocket of Jeans DIESEL “ If you want to show always your personality, also when your are moving quickly in the city traffic, 500byDIESEL is your 500. Limitated edition: Do not miss that chance” Come from the collaboration with the 7°place classified brand in the italian range according to Interbrand. It is a variation about the 500’s model, created to conquer people who loves fashion and style, usually young people, interested about a car more and more rare and eccentric . Click on the image to see the website

10. La 500 in lista nozze your 500 piece for piece. Start from Torino a new campaign offered by Fiat, a original idea for the newlyweds! At our marriage we expect you in…500!

11. Fiat 500 in the kangaroo’s Land Fiat 500 ’s success does not know limits of space. In Australia, indeed, the italian city-car has been adopted by the Police of Sidney. Fiat 500, in Australia known also as Fiat Bambino, is at the moment the most economic car in the continent, and for sure in terms of consumption. According to the Police of Sidney, Fiat 500 will bring also positive effects about their image, showing the autorities as less aggressive and more close to the citiziens. We will see… Fiat Bambino

12. The price of the basic version is approximately € 11,000, what do you think?

13. How did you know it?

14. From a myth to MiTo

15. Communication strategy internet events store

17. Alfa naming September 2007 online contest : Agea, Enos, Everso, Fira, Furiosa, Milo, Mod, Nevo, Solea, Sparvo, Velvetta, Ventura, are 12 companies – selected by Fiat Group – to choose the name of new Alfa among the suggestions of the European car fans. The sponsors of this event were car magazines: Quattroruote ( Italia) , Auto Motor und Sport (Germania), Autopista (Spagna), Automobile Magazine (Francia), Top Gear (Gran Bretagna) e Car Graphic (Giappone). It was possible suggesting a name for the new Alfa Romeo. The winner of this online contest won an Alfa Romeo Spider. At last the name choosen was MiTo : Mi lano – the city of fashion and modern design To rino – the city where Fiat Group is established

18. Project 955 Car companies often use their web pages to choose a name or a logo of the new model. In this way Alfa Romeo used web site offering to the customers a large choice between seven logos which are showed next.

19. www. alfa mitoblog.com From the 17° of March 2008 the official blog has been opened on Internet , a kind of ”diary on line” which contains stories and videos of people who have created, designed, and tested it. Concorse MeeT MiTo: Allow to visitors of style center Alfa Romeo, who can see live all the models, to put in common informative material (photos, videos, descriptions and comments) to the users who did not have that opportunity. Are you the right person to make the new Alfa MiTo known in the world? Show it now!

23. Temporary store Opened in Milano the exclusive MiTo Store, the first showroom totally dedicated to the “compact more sportive” of Alfa Inside it is possible to discover all the best characteristics of AlfaRomeo MiTo , it is possible to buy products of merchandising, look at newspapers and magazines, and it is possible to surf online througha free WiFi available to anyone, and watch spots by the display, all elements that are part of the polisensorial communication. Nowadays the goal is a communication always more exciting. Media partner of MiTo Store is Mymi, a magazine on-line which tells the events of the Lombard capital.

25. E n d thanks for the attention