The making of fiat mio munich

1,284 views

Published on

Published in: Automotive, Technology, Business
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,284
On SlideShare
0
From Embeds
0
Number of Embeds
5
Actions
Shares
0
Downloads
0
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

The making of fiat mio munich

  1. 1. ON CROWDSOURCE MARKETING
  2. 2. Fiat has been the leading car manufacturer in Brazil for the last eight years The company’s profit in 2008 tops nearly US$1.05 billion The Brazilian operation has surpassed Italy’s in total amount of vehicles sold
  3. 3. The leadership has been acquired with unique initiatives 1990: UNO MILLE, THE FIRST TRULY ‘POPULAR’ CAR IN BRAZIL Some of Fiat Brazil’s milestones 2006: SIENA TETRAFUEL: THE FIRST 4- FUELED POWERED CAR 1999: THE BEGINNING OF THE ADVENTURE LINE 2008: FIRST ELETRIC CAR DEVELOPED IN BRAZIL
  4. 4. Fiat is also among the top ten advertisers in Brazil SOURCE: IBOPE MONITOR (JAN. 2010) Fiat invests +10% of its budget in digital media ANNUAL AD SPEND - 2009 (US$) 1º Casas Bahia (1.8 billion) 2º Unilever (1.1 billion) 3º Ambev (538 million) 4º Caixa Econômica Federal (499 million) 5º Hyundai Caoa (438 million) 6º Fiat (434 million) 7º Bradesco (433 million) 8º Hypermarcas (401 million) 9º TIM (340 million) 10º Ford (328 million)
  5. 5. Releasing a manifesto JANUARY, 2009
  6. 6. OPEN SOURCE BRANDING MANIFESTO There was a time when brands were names, just names. The world’s economical ups and downs, the insatiable dispute for market share, the fall of cultural barriers and a new consumer mix, composed by diverse and numerous nationalities, ended up leading brands to a new and crucial role: communicate ideas and ideals.   Brands became references of value and behavior. Icons with the power to capture and engage people’s attention, affection and memory. They were able to overcome traditional advertising communication barriers to become collective and collaborative consumer experiences.   Today, brands have become broad, rich, shared conversations with the people, upon which there’s no rigid control. They are interactive by essence, chaotic by nature and, inevitably, public.   And this is why we ask you to think about the Linux experience, born of a passionate collaboration of thousands of enthusiasts spread all over the world. Can it teach us something about branding? Don’t brands have something to learn from such an open, engaging and successful initiative?   We think so.  That´s why we believe in Open Source Branding.   A new logic that requires people’s participation and input wherever they are, however they want, whenever they can. Where digital channels play a major role and blogs, microblogs, social communities, instant messaging, cell phones and other mobile devices become the natural habitat for this newest type of communication.   Open Source Branding is an innovative way to look at and to manage brands. It requires us to accept that the image of a brand goes far beyond official campaigns. It demands from us an open hearted attitude and lots of flexibility to assimilate the stories, feelings, opinions and (re)creations brought about by consumers, as well as the courage to open up the brand to the collective intelligence.  
  7. 7. Main Question: “In the future that we are going to build, what a car should have so I can call it mine, and also consider others?”
  8. 8. +11,000 ideas submitted +17,000 subscribers +120 countries +1 million unique visitors From August to December 2009…
  9. 9. Building the concept car TO BE PRESENTED IN THE INTERNATIONAL
  10. 10. PRECISION LINE SENSE LINE
  11. 11. Charlene Li, Founder of The Altimeter Group, Social Media Expert
  12. 12. “One of the most Contagious ideas of 2009”
  13. 13. “One of the top 100 innovations of the last 12 months”
  14. 14. “The project shows another way brands are involving their consumers”
  15. 15. “Fiat Mio will influence an all new generation of projects”
  16. 16. “No company has gone as far as Fiat Brazil”

×