Digital MarketingDigital MarketingJohn GreeneJohn Greene

Team work:Team work:Cristina Castro MijaresCristina Castro MijaresFrancesco De CillisFrancesco De CillisDaniele De FrancescoDaniele De FrancescoMauro D’UrbanoMauro D’Urbano2008/20092008/2009

Fiat 500 marketing communication: TODAY.

• Past strategies: Diffusion of new media: website, blog, community• Strategies toward the future:

Shift from De Meo to Francois

Publicity corporate on air

The last initiatives:On product: 500 cabrio 500 DieselEvents : 500 BarbieOthers: 500 and wedding list 500 in Sidney

Strategies from the past:

““This year, tactical This year, tactical decisions will be decisions will be more important more important than strategies”than strategies”

““flexible flexible investments, more investments, more concentration and concentration and more efficiency”more efficiency”

““On January we will On January we will be on air with several be on air with several campaignes… childs campaignes… childs

will be the will be the protagonists(‘driven protagonists(‘driven

by the future’)”.by the future’)”.

““At the moment is At the moment is going on the going on the

competition for 500 competition for 500 Cabrio creativity, Cabrio creativity, which should be which should be

launched in April”. launched in April”.

a a carcar ‘friend’ of the environment: future car ‘friend’ of the environment: future car drivers are asking for thatdrivers are asking for that

ProgressProgress always come fromalways come from some some dream, starting from the dream, starting from the

immagination of immagination of ‘the people of ‘the people of tomorrow’ tomorrow’

During the advertising spot, a song of During the advertising spot, a song of Sergio Endrigo ‘to make a tree’ is Sergio Endrigo ‘to make a tree’ is used, perfectly connected with the used, perfectly connected with the environmental element.environmental element.

The new advertising campaign takes more The new advertising campaign takes more care about the environmental aspect. care about the environmental aspect. Indeed, Fiat looks at the future searching Indeed, Fiat looks at the future searching answers for a society which gives always answers for a society which gives always more importance to the ecologic problem. more importance to the ecologic problem.

““DrivenDriven by the by the futurefuture””

Start to discover Start to discover it…it…

Ideas on product

March 2009. In Ginevra’s Hall, in world preview, the March 2009. In Ginevra’s Hall, in world preview, the original cabriolet version is in homage to the “original cabriolet version is in homage to the “opened” opened” car of 1957car of 1957

CabrioletCabriolet

... A true ... A true window in the sky window in the sky ……

Tell that also to your friends.

Tell that also to your friends.

We are waiting for all of you, for the

We are waiting for all of you, for the

500C Preview! 500C Preview!

Expression of the

Expression of the italian happiness and

italian happiness and desire of lifedesire of life

500 by DIESEL 500 by DIESEL perfect sinergy of perfect sinergy of made in Italymade in Italy

““The 500 dresses by Jeans”The 500 dresses by Jeans”Internal structure DIESELInternal structure DIESELtessute denim, tessute denim, the 5°pocket the 5°pocket of Jeans DIESEL of Jeans DIESEL

““If you want to show always your personality, also when your are moving quickly in the city If you want to show always your personality, also when your are moving quickly in the city traffic, 500byDIESEL is your 500. traffic, 500byDIESEL is your 500. Limitated edition: Limitated edition: Do not miss that chance”Do not miss that chance”

Come from the collaboration with the Come from the collaboration with the 7°place classified brand in the italian 7°place classified brand in the italian range according to range according to Interbrand.Interbrand.It is a variation about the 500’s model, created It is a variation about the 500’s model, created to conquer people who loves fashion and style, to conquer people who loves fashion and style, usually young people, interested about a car usually young people, interested about a car more and more rare and eccentric .more and more rare and eccentric .

Click on the image to see the website

An exclusive event, the 50 years of the most famous fashion doll Barbie, who wants to celebrate it with Fiat which has made an agreement with Mattel, and next 9° of March in Milano (Piazza Duomo) will make a parade with a new esclusive Fiat 500 perfectly inspired by Barbie!!!

...celebrating 50 years of Barbie!!!...celebrating 50 years of Barbie!!!

La 500 in lista nozzeLa 500 in lista nozze

your 500

your 500 piece for

piece for piece.piece.Start from

Start from Torino a new

Torino a new campaign

campaign offered by

offered by Fiat, a original

Fiat, a original idea for the

idea for the newlyweds!

newlyweds!

At our marriage we expect you in…500!

Fiat 500 in the kangaroo’s LandFiat 500 in the kangaroo’s Land

Fiat 500Fiat 500’s success does not know limits of space. In Australia, indeed, the ’s success does not know limits of space. In Australia, indeed, the italian city-car has been adopted by the Police of Sidney.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 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. 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 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 about their image, showing the autorities as less aggressive and more close to the citiziens. to the citiziens. We will see…We will see…

Fiat BambinoFiat Bambino

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

How did you know it?

From a myth to MiTo

Communication strategyCommunication strategy

internetinternet eventseventsstorestore

• Alfanaming• project 955.it• alfamitoblog.it Meet MiTo• alfamitoclip.comAlfaBet• Play with My AlfaBet on…Msn

Internet

AlfanamingSeptember 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: Milano – the city of fashion and modern design Torino – the city where Fiat Group is established

Project 955Car 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.

www.alfamitoblog.comFrom 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!

www.alfamitoclip.com

• A sort of YouTube for the digital generation which use the language Alfabet with thousands of icons and an editor to create own stories, vote the more beautiful and originals, create a clip network with the own community

«AlfaBet», is an Alfa Romeo’s idea and it was created for a new advertising, a real digital vocabulary composed by 1500 icons to communicate by Internet and by mobile phones and tell their own story.

The mitoclip’s sound track is a Daft Punk song (Technologic )With three slogans: speed, young, instantaneous.

Going to http://specials.it.msn.com/alfamitoclip is possible to download emoticon and animoticon for personalize the

conversations by messenger, one of the community more common between young people.

The best Mitoclip, have been choosen for a advertising campaign transmitted also online

Click on the image to watch 4 examples

EventsEvents

Mito play on tourMito play on tourCushions and red puff, sand-coloured Cushions and red puff, sand-coloured

moquette,moquette,candels by oil, cocktail and buffett around the candels by oil, cocktail and buffett around the

swimming pools: this is the suggestive swimming pools: this is the suggestive context where it was possible to see the context where it was possible to see the new Alfa MiTo as a absolute leading actor.new Alfa MiTo as a absolute leading actor.

Temporary storeTemporary storeOpened in Milano the exclusive Opened in Milano the exclusive MiTo MiTo Store, the first showroom Store, the first showroom totally dedicated to the totally dedicated to the “compact more sportive” “compact more sportive” of Alfaof Alfa

Inside it is possible to discover all the best Inside it is possible to discover all the best characteristics of AlfaRomeo characteristics of AlfaRomeo MiToMiTo, it is , it is possible to buy products of merchandising, possible to buy products of merchandising, look at newspapers and magazines, and it is look at newspapers and magazines, and it is possible to surf online througha free WiFi possible to surf online througha free WiFi available to anyone, and watch spots by the available to anyone, and watch spots by the display, all elements that are part of the display, all elements that are part of the polisensorial communication.polisensorial communication.Nowadays the goal is a communication always Nowadays the goal is a communication always more exciting.more exciting.

Media partner of Media partner of MiToMiTo Store is Mymi, a magazine on-line Store is Mymi, a magazine on-line which tells the events of the Lombard capital.which tells the events of the Lombard capital.

Confront of strategiesConfront of strategiesFiat500Fiat500

Target: male and female adultsTarget: male and female adultsurban lifestyleurban lifestyle

““debut” car for young peopledebut” car for young people=innovative communication strategy =innovative communication strategy

•Interactive communicationInteractive communication•Consumer community buildingConsumer community building•Organization of eventsOrganization of events• Corporate communicationCorporate communication

Alfa MiToAlfa MiToTarget: Target: young peopleyoung people dynamic lifestyledynamic lifestyle sports mind (sportive mind/heart)sports mind (sportive mind/heart)• Interactive CommunicationInteractive Communication• Young car for young driversYoung car for young drivers ( the community already exists,…)( the community already exists,…)• Organisation of events Organisation of events (less than 500)(less than 500)• Product communicationProduct communication

Endthanks for the attention