CRM Acceleration Lisbon 2010 - Tripsensations.com: Amplify your Senses
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TRIPSENSATIONS “Amplify your Senses” Social Media Marke-ng Strategy for the launch of the New Citroën C3 in Italy
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Transcript of CRM Acceleration Lisbon 2010 - Tripsensations.com: Amplify your Senses
TRIPSENSATIONS “Amplify your Senses”
SocialMediaMarke-ngStrategyforthelaunchoftheNewCitroënC3inItaly
Introduction
• TodayIwillpresenttoyouaninnova3veSocialmediaMarke3ngStrategy.
• ItwasdevelopedlastyearforourclientCitroënItalia.Itiss3llcurrentlyonline.
• Mostautomo3veadver3singcampaignsaredirectedtoenhancetheproduct,technologyandprices
• ForCitroënthiswasthefirstexperimentofradical2.0webstrategyforlaunchofanewcar.
Focus from product to person
• Theideawasconceivedwiththeinten3onofdevelopinganabsolutelyinnova3veprojectfortheItalian/Europeanautomo3vemarket,andbeyond.
• RidingonC3'spopularitywewantedtotryaradical2.0approachwhichwouldengageandkeep,evenonline,itsoriginality.
• Ourinnova3onwas:changethestrategicfocus:fromproducttoperson.
Tripsensations is the first experiment of 2.0 strategy to launch a new car
Introduction
From Product to Person!
Most Automotive Adv Campaign promote:
• Product
• Technology
• Price
Brief
Tounderstandwelltheprojectandexplorethewaytodevelopsocialmarke3ngstrategies,I’llstartfromclient’sbrief.Citroënaskedustocreateawebpromo3onalac3onforthelaunchoftheNewCitroënC3,withoutspecifyingwhattodo.ThemostimportantimprovementtothenewcarwasthewindshieldZenith
Create a web promotion for the launch of the New Citroën C3
Briefing
The New Citroën C3 is a “normal” car
but whit a great innovation.
The Zenith Windshield!
Transversal Target focus: man & woman
Age: from 20 to 50
From Style to Trip
• The“old”C3wasasucessfullcarfortheoriginaldesignanddis3nc3vstyle.
• ThenewC3isa“normal”carbutwhitagreatinnova3on.TheZenithWindshield!
• WeproposetoCitroëntousetheZenithWindshieldaslenstoobservetheworldandlivenewexperience…newvisions…newTrips
Distinctive and original Style
TOWARDS THE NEW C3
Original and wonderful Trip
The Zenith Windshield is a window on the world!
Insight/Outsight
• …Asweallknow…mostcartravelisrou3ne!
• Eachofuslivesitinadifferentpersonalisedway,weenrichitwithmusicandwefeeldifferentemo3ons,thinkdifferentthoughts...
• Eachoneofusestablishessomelandmark,ouraXen3onisaXractedbyobjects,coloursandpeoplewhichdefineus,ourinterestsandoursensi3vityBUT
• Nobodyreallyknowshowotherpeoplelivetheirtrips
TOWARDS THE NEW VERSION
INSIGHT + OUTSIGHT
How other people live their trips?
MUSIC
EACH ONE OF US LIVES HIS PERSONAL TRIP EXPERIENCE
COLORS
THOUGHTS
WORRIES
REFERENCE POINTS
MEMORIES
FANTASIES JOYS
LOCATION
THE CONVERSATIONS
SCENERY
COMMITMENTS PARTICIPATION
SHARED MEANINGS
THE IDEA: Concept
What would happen if we could share our personal experiences and together contribute to create a better world?
?
Approaching “sensational
values”…
… that Zenith evokes within users…
the lens
THE IDEA: Concept
The Zenith windscreen will amplify your senses !!!
Encourage the user to suggest and share ...
… Trip and route multi senses vision …
The Citroën Challenge
• Giveeveryonetheopportunitytosharevisions,emo3ons,sensa3onsandhavetheopportunitymakethingsnicer,improveoursurroundings,discoveringnewtripsensa3onsandwaystotravelwithacollageofemo3onsweproduce.
• Ifpeoplethatfollowthesamerouteshareanhorriblevision..Thispeoplecanorganiseamovementtochangeandimproveit..Can’tthey?
• Andmaybe,beforetheZenithWindshieldtheirvisionwaslimitedandnaked..
• Theoppositemayhappenwithbeau3fulthings!
“The TRIP begins”
THE STEPS
1..2..3.. “Sensorial Configurator”
Community
Street dressing
SENSORIAL CONFIGURATOR
1..
FROM
PRODUCT TO
PERSON
TO BRING THE USERS CLOSER TO THE NEW C3.
Sensorial Configurator from product to person
Allautomo3vecompaniesarepu]ngonlineproductconfigurators,throughwhichuserscanchoosethecolor,theinteriororthetypeofwheel.Tobecoerentwiththeproject,wewantedtofocusontheperson!
So..Wecreatethe“sensorialconfigurator”.Theusercanputwhatheimaginesandwhathe“feels/hears”..Andtheconfigurator,doingametasearch,createsadynamicvideoanima3onwithimagesandsongsrelatedwiththesensorialconfigura3on.
Thisstepwastheteaser,beforethelaunch,tobringtheuserstothenewC3
SENSORIAL CINFIGURATOR 1!
www.newc3trip.it
COMMUNITY
2.. TO SHARE TRIPS; VISIONS AND SENSATIONS
RADICAL 2.0 APPROACH
THE COMMUNITY BUILDING
Tripsensations.com
• Tripsensa3ons.comisthesocialnetworktobuildatripsensa3onscommunity.Herethepeoplecometosharesensa3onsandtoknownewfriends.
• Tripsensa3onsisverydifferentfromFacebook!
• InFacebookwesharecontentswithpeopleandfriendsthatweknowinthereallife.
• InTripsensa3ons,theusershavetheopportunitytoknownewpeoplethatfollowthesameroute,sharingvisionsandsensa3onsandeverythingrelatedwiththejourneyandview.
STREET DRESSING
3 RADICAL 2.0 APPROACH
OFF LINE
Engage people to enter in tripsensations.com and share their feelings
STREET DRESSING
3
THE USER CREATE THE POSTER ADVERTISING CAMPAIGN
RADICAL 2.0 APPROACH OFF LINE
Street dressing
• WasthecontestorganizedbyCitroëntolaunchTripsensa3ons.
• InpartnershipwithIGPDECAUX,wesetupapostercampaigninMilan
• Therewere2phases.• Teaserphasetoengagepeopletoenterintripsensa3ons.comandsharetheirfeelings
• Launchphase,onemonthader,whenweputthesensa3onspostedonthewebsiteaspostersinthesameposi3ons.
KEY POINTS
• Ifwereallywanttoknowpeoplewehavetogivethemachancetoexpressthemselvesinrela3onwhitothers.
• Thecompanieshavetoinvesttogivesomethingtotheclients..Andgivesomethingisn’tonlypresent’sormoney,butintangiblethingstoo.
• Helppeopletobetogether,givethemspacetoexpressthemselves,thiswillhelpustounderstandwaththeyreallyneedandwant.
• Companieshavetobeatruegoodfriend,transparent,correctandsincere(sinsier)
• So…Corporatesocialresponsibilitymustbetruelikeagoodfriend.
• Thisnewwaytodobusiness.
KEY POINTS
• Give people a chance! • Invest in the Client! • Help people to live better! • Be transparent! • Be socially responsible!
INVESTMENT
• Overall investment for tripsensations.com was more or less 6% of the advertising budget (TV, RADIO and PRESS) for the new C3.
