Chiara Camandona, Fiat UK shows how Fiat levereged social media in a creative way to increase their sales

1. Fiat: from social to sale

2. Fiat Online
How did we get from this… to this…

3. The new Fiat digital path

4. With the launch of the 500 we felt there was
a real opportunity to go ahead of our competitors
The Fiat 500: the car by the people for the people

5. The new Fiat 500
an emotional car

6. www.Fiat500.com

7. Welcome to the new member
of the Fiat 500 family!
the feel good factor!

8. Fiat 500C target

9. Spotify
Music streaming service:
You search, You find
search
You play, You share
You discover new music

10. "Happy Car - Happy Music"
Spotify offered us the chance to be innovative, appealing
to our audience and bring alive the ‘feel good factor’

11. Involve, listen and engage!

12. Creating ‘talkability’

13. The new Punto Evo

14. Our target audience had roots
in both online and music
Light media consumption: Heavy media consumption:
• 21% light newspaper readers • 27% heavy online users
• 16% light magazine readers • 28% heavy OOH consumers
• 30% light TV viewers • 29% heavy cinema viewers
• 21% light radio listeners
Passionate about music:
Mobile usage:
g • Music is an important part of my life
p p y
• 97% have a mobile phone (143 index)
• 56% use bluetooth • I like to listen to new bands (188)
• 25% access the internet via
their mobile
Early adopters
• Usually 1st amongst my f
ll friends
d
to know whats going on (131)
• I like to keep up with latest
fashions (172)
Source: ABC1 18-34 years (TGI Q3 2009 data)

15. www.evomusicrooms.com
A place - real and virtual - where music is going to evolve

16. The platform

17. Communication strategy
PHASE Launch Assimilation Growth Cultivation
Hyper Easily Easily
TARGET influential Influencers Influenced Influenced
DISTRIBUTION
ACTIVITY
USER ACTIVITY

18. Building up credibility

19. 2 way communication

20. Market trend…

21. 500byDIESEL, the first ecommerce trial

23. Fiat 500 Pink: a revolutionary approach

24. www.fiat.co.uk/500pink

28. Media Support - working to engage

29. The social role

30. PR effect helped created the additional buzz!

31. Fiat: from social to sale