international forum on e 2.0 - citroen
TRANSCRIPT
TRIPSENSATIONS“Amplify your Senses”Social Media Marketing Strategy for the launch of the
New Citroën C3 in Italy
Tripsensations is the first experiment of 2.0 strategy
to launch a new car
Introduction
From Product to Person!
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 & womanAge: from 20 to 50
Distinctive and original Style
TOWARDS THE NEW C3
Original and wonderful
TripThe Zenith Windshield
is a window on the world!
TOWARDS THE NEW VERSION
INSIGHT + OUTSIGHT
How other peoplelive their trips?
MUSIC
EACH ONE OF US LIVES HIS PERSONAL TRIP EXPERIENCE
COLORS
THOUGHTS
WORRIES
REFERENCE POINTS
MEMORIESFANTASIESJOYS
LOCATIONTHE 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 IDEA: How
Allow users to make the things nicer / report / mashup through shared multimedia content the emotions of a traveling experience.
!?!
A collage of emotions which evokes new ideas and points of view to improve the journey.
Improve the surroundings expressing your sensations
through photos, music writing, videos
Suggest new/better routes through your own experiences
“The TRIP begins”
THE STEPS
1..2..3..“Sensorial Configurator”
CommunityStreet dressing
SENSORIAL CONFIGURATOR
1..
FROMPRODUCT
TOPERSON
TO BRING THE USERSCLOSER TO THE NEW C3.
COMMUNITY
2..TO SHARE TRIPS; VISIONS AND SENSATIONS
RADICAL 2.0 APPROACH
THE COMMUNITY BUILDING
STREET DRESSING
3RADICAL 2.0 APPROACH
OFF LINE
Engage people to enter in tripsensations.com and share their feelings
STREET DRESSING
3
THE USER CREATETHE POSTER ADVERTISING CAMPAIGN
RADICAL 2.0 APPROACH OFF LINE
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.
GRAZIE!
Massimo Borio