2. CROWDSOURCING
A PLAN
B RESOURCES
C RESULTS
D FOLLOW UP
“Make room for passion,
expectations, dreams
and tastes of people
to revisit and refresh the legend”.
3. ONCE UPONE A TIME (2004)
If I’d asked my customers what they wanted, they’d have said ‘a faster horse’ (Henry Ford)
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
4. FIAT TALKS TO YOUNG PEOPLE
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
5. ...AND LISTENS TO ONLINE COMMUNITIES
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
6. THE 500 LEGEND
A great legacy of histories,
symbols, meanings, along with its
unmistakable round compact
shape, has made the 500 a real
cult object... rather, a legend.
A LEGEND THAT WAS ABOUT
TO BE BACK ON THE ROAD.
7. 500 WANTS YOU
AN INTERNATIONAL DIGITAL
MARKETING PLATFORM
CREATED
WITH THE PEOPLE
FOR THE PEOPLE.
8. CONCEPT LAB I + II
Configurator for vehicle externals based on
the Trepiùno concept car
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
9. DESIGNBOOM
international design contest open to
professionals, students, design lovers
from all countries
jury: giorgio armani, jasper morrison,
luca cordero di montezemolo, gabriele
salvatores
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
10. 500 DESIGNBOOM WINNERS
category 500 accessories
dolce vita, by nils kajander,
helsinki, finland
displayed in milan, at "salone
del mobile 2007”
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
11. 500 DESIGNBOOM WINNERS
category 500 lifestyle
vacuum cleaner, by eugeny
onutchin, ramat-gan (israel)
displayed in milan, at "salone
del mobile 2007”
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
12. 500 DESIGNBOOM WINNERS
category 500 places
driving cinema, by tim
thornton, london (united
kingdom)
displayed in milan, at "salone
del mobile 2007”
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
13. 500 TEAM
ADVANCED DESIGN
PRODUCT PORTFOLIO MANAGEMENT
PRODUCT MARKETING
MARKETING COMMUNICATION
CO-MARKETING LICENSING
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
14. TIMING & COSTS
4 million people
24 initiatives
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
15. THE LONG TAIL
head
tatooonline.it
long tail
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
17. AWARENESS
500x500 online booking
May, 3rd 2007 (1st community birthday)
One booking request every 40 seconds!
From 32 Countries in the World
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
18. AN UNBELIEVABLE COUNTDOWN
Stats, 3 May 2006 – 27 June 2007 Concept Lab II
(from 15 December 2006 to 27 July 2007)
Page views: 63,507,889
Configurator for vehicle externals and interiors
Unique visitors: 3,679,275 based on the Trepiùno concept car
Visits: 5,741,596 configurations received: 111,638
suggestions received: 75,558
Users registered with the site: 79,251 Configurations submitted from other countries:
Users registered with the newsletter: 99,717
Tell a friend: 19,733 Germany 6,070
Screenmates downloaded: 25,424 France 5,692
Sweden 2,779
Concept Lab I Switzerland 2,443
(3 May – 14 December 2006) Holland 2,241
Configurator for vehicle externals United Kingdom 2,165
based on Trepiùno concept car Spain 1,821
configurations received: 171,070 Portugal 1,388
suggestions received: 22,481 United States 1,286
Poland 1,102
Belgium 1,019
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
19. A STUNNING LAUNCH
streaming
4° july: 91’920 UV for the Show
5° july: 99’305 UV for the Convention
500 wants you
423.665 unique visitors on the 5° of july
+ 4 million unique visitors from its launch
Live streaming
500 video configurator
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
21. YOUNGER TARGET
+90% of visitors < 30 years-old vs. Fiat website
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
22. 500,000 UNITS IN ONLY 31 MONTHS
FROM ITS LAUNCH
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
23. A TOOL FOR THE MARKETS
«500 wants you don't know any limits.You, together with people from more than
200 countries around the world, have browsed the platform dedicated to the
500, and 26 countries have already their own customised version of the site: from
Portugal to Norway, from Argentina to Morocco, from Japan to South Africa.»
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
24. THE MOST VISITED CAR IN UK
EU A segment activity overtime Q1 08 - Q3 10 Source: sophus3 eDataXchange
25. FROM 500 TO THE WHOLE RANGE
http://www.stickerlab.fiatpunto.it/
http://blog.fiatpunto.it/grande-punto-sticker-lab/
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
26. + WEB IN THE MEDIA MIX
100%
Other
Sponsorship
75% Cinema
Outdoor
50% Radio
Magazine
Newspaper
25% Web
TV
0%
Francia Italia UK
Media Budget e % media mix (2010)
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
27. CONFIGURATIONS MIX VS. ORDERS MIX
Fiat 500 DE - Mix Interest vs. Trial vs. OCF
100%
75% 1.4 Sport
1.3 MJ Sport
1.2 Sport
1.4 Lounge
50% 1.3 MJ Lounge
1.2 Lounge
1.4 Pop
1.3 MJ Pop
25%
1.2 Pop
0%
% Config Link % OCF %
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
28. P a g i n a | 21
THE SOCIAL BRAND
2.3. Un bilancio
Di seguito si riportano tre grafici che restituiscono in modo aggregato i dati prima esposti per
ogni piattaforma.
- Grafico 6: La frequenza di aggiornamento dei profili.
Le barre grigie sullo sfondo si riferiscono al punteggio di ogni azienda in classifica generale -
Read the full report
A PLAN B RESOURCES C RESULTS D FOLLOW-UP
29. 500 wants you:
A driver of enthusiasm.
A marvellous gathering place.
An effective vehicle for communication
accessible to consumers.
A completely new way to use the web within a
A PLAN corporate process.
B RESOURCES
C RESULTS
D FOLLOW UP
The Foundation is the private fund of commercial agents, which provides a supplementary pension in addition to a variety ofservices to its members: pensions, scholarships, maternity allowance, insurance, mortgages.\n
\n
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One of strategic objectives at the beginning of the process was to reenter the club of Historical European manufacturers.\nThe objective was to overtook at least one EU full-liner\nWe were able to close the gap already by the beginning of 2006, but finally we managed to overtake the first in September.\n
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Legends are immortal, yet the dust of time covers them. The big challenge is:\nhow can the 500 once again become \na contemporary icon? \nhow can we update\nthe legend and project it into 2007?\n
\n
When we approached the Fiat 500 project, we asked consumers to co-design both the product and the marketing plan, through the web. We created a web site where anyone could express her or his opinion about the car, while the car was still in the design stage. The reaction we got was overwhelming....\n[VIDEO 500 WANTS YOU 1&#x2019;50&#x2019;&#x2019;]\n3&#xB0; of may 2006 - 500 wants you\nThe ambition: to create the biggest internet-based interactive marketing platform \nOn the 3&#xB0; of may 2006, 500 days before the official launch, 500 Wants you was born and the count-down begins!\nConsumer Engagement. We asked all the users their inputs and suggestions to build together the 500 in 500 days: \nThe new 500 reinterprets these values and forms and asks people to give free rein to their impulse to express themselves, to imagine and to dream.\n
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\n500 days, more than 20 different platforms (both for specialists and for general users): the first car for the people and really made by the people\nAn international laboratory in which to unleash imagination and emotions, so as to create a new 500 made by people for people\n109.549.789 visited pages // 9.129.813 contacts // 6.529.857 unique visitors // 96.169 registered users\nConcept Lab I (3 May &#x2013; 14 December 2006) \n\nconfigurations received: 171,070\nsuggestions received: 22,481\n
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MAiling list: I shared data and information with more than 100 hundred people\n
more than 420 days\n24 initiatives\n
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The first is the 500. this car embodies all the values of the new Fiat. It has the potential to make it cool, global and young. The products displayed on the slide are just some of the 1500 proposal made by designers that we have challenged in a contest launched through our web site.\nWe have never shown but the creative community is already able to imagine the 500 world&#x2026; that must tell us something\n
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This are some of the numbers of the Fiat 500 .com website, which became the first automotive portal in Italy and has more visits than the new Nike Football website. \nPeople are visiting it from countries where we don&#x2019;t sell a single car since ages like US\n
and very important they are twice as young as the Fiat brand site visitors.\n