Apresentação de Silvio Stafuzza que reforçou o ênfase no elemento Social, ao apresentar um caso prático que exemplifica da melhor forma como se está a inovar nesta área. O consultor sénior de web marketing brindou o público com a divulgação de um projecto de Social Media Marketing dedicado ao lançamento do novo Citroen C3 em Itália. Esta apresentação decorreu no dia 18 de Maio de 2010 no Fórum Tecnológico de Lisboa, enquadrada no evento CRM Acceleration Lisbon 2010, o evento dedicado ao SugarCRM e às novas tendências do marketing. Inserido nos eventos oficiais da SugarCRM na Europa, esta foi a sua terceira edição no Mercado Ibérico. Este evento foi organizado pela DRI (www.dri.pt), Gold Partner da SugarCRM em Portugal. O CRM Acceleration Lisbon 2010 contou com a presença recorde de cerca de 280 participantes e teve como principal objectivo a discussão das novas tendências do CRM (Customer Relationship Management), com especial destaque para as temáticas envolventes do xRM (eXtended Relationship Management) e Social CRM. Obtenha mais informações em www.eventocrm.com

1. TRIPSENSATIONS
“Amplify your Senses”
Social Media Marke-ng Strategy for the launch of the
New Citroën C3 in Italy

2. Introduction
• Today I will present to you an innova3ve Social
media Marke3ng Strategy.
• It was developed last year for our client Citroën
Italia. It is s3ll currently online.
• Most automo3ve adver3sing campaigns are
directed to enhance the product, technology and
prices
• For Citroën this was the first experiment of
radical 2.0 web strategy for launch of a new car.

3. Focus from product to person
• The idea was conceived with the inten3on of
developing an absolutely innova3ve project
for the Italian/European automo3ve market,
and beyond.
• Riding on C3's popularity we wanted to try a
radical 2.0 approach which would engage and
keep, even online, its originality.
• Our innova3on was: change the strategic
focus: from product to person.

4. Introduction
Most Automotive Adv Campaign promote:
• Product
• Technology
• Price
Tripsensations is the first experiment of 2.0 strategy
to launch a new car
From Product to Person!

5. Brief
To understand well the project and explore the
way to develop social marke3ng strategies, I’ll
start from client’s brief.
Citroën asked us to create a web promo3onal
ac3on for the launch of the New Citroën C3,
without specifying what to do.
The most important improvement to the new
car was the windshield Zenith

6. Briefing
Create a web promotion for the launch of the
New Citroën C3
Transversal Target focus: man & woman
Age: from 20 to 50
The New Citroën C3 is a “normal” car
but whit a great innovation.
The Zenith Windshield!

7. From Style to Trip
• The “old” C3 was a sucessfull car for the
original design and dis3nc3v style.
• The new C3 is a “normal” car but whit a great
innova3on. The Zenith Windshield!
• We propose to Citroën to use the Zenith
Windshield as lens to observe the world and
live new experience… new visions … new Trips

8. TOWARDS THE NEW C3
Distinctive and Original and
original Style wonderful Trip
The Zenith Windshield
is a window on the world!

9. Insight/Outsight
• …As we all know… most car travel is rou3ne!
• Each of us lives it in a different personalised way, we enrich it
with music and we feel different emo3ons , think different
thoughts...
• Each one of us establishes some landmark, our aXen3on is
aXracted by objects, colours and people which define us, our
interests and our sensi3vity BUT
• Nobody really knows how other people live their trips

10. TOWARDS THE NEW VERSION
COLORS
THE CONVERSATIONS
MUSIC
WORRIES LOCATION
SCENERY
MEMORIES INSIGHT + OUTSIGHT
EACH ONE OF US LIVES HIS PERSONAL TRIP
JOYS FANTASIES
EXPERIENCE
THOUGHTS
REFERENCE POINTS
COMMITMENTS PARTICIPATION
SHARED MEANINGS
How other people
live their trips?

11. THE IDEA: Concept
?
What would happen if we could share our personal experiences and together
contribute to create a better world?
Approaching … that Zenith
“sensational evokes within
values”… users…
the lens

12. THE IDEA: Concept
!!!
The Zenith windscreen will amplify your senses
Encourage the … Trip and route
user to suggest multi senses
and share ... vision …

13. The Citroën Challenge
• Give everyone the opportunity to share visions, emo3ons,
sensa3ons and have the opportunity make things nicer,
improve our surroundings, discovering new trip sensa3ons
and ways to travel with a collage of emo3ons we produce.
• If people that follow the same route share an horrible vision..
This people can organise a movement to change and improve
it.. Can’t they?
• And maybe, before the Zenith Windshield their vision was
limited and naked..
• The opposite may happen with beau3ful things!

14. “The TRIP begins”

16. THE STEPS
1..2..3..
“Sensorial Configurator”
Community
Street dressing

17. SENSORIAL CONFIGURATOR
1..
TO BRING THE USERS
CLOSER TO THE NEW C3.
FROM TO
PRODUCT PERSON

18. Sensorial Configurator
from product to person
All automo3ve companies are pu]ng online product
configurators, through which users can choose the color, the
interior or the type of wheel.
To be coerent with the project, we wanted to focus on the
person!
So .. We create the “sensorial configurator”. The user can put
what he imagines and what he “feels/hears” .. And the
configurator, doing a meta search, creates a dynamic video
anima3on with images and songs related with the sensorial
configura3on.
This step was the teaser, before the launch, to bring the users
to the new C3

19. SENSORIAL CINFIGURATOR
1!
www.newc3trip.it

20. COMMUNITY
2..
TO SHARE TRIPS; VISIONS AND SENSATIONS
RADICAL 2.0 APPROACH
THE COMMUNITY BUILDING

22. Tripsensations.com
• Tripsensa3ons.com is the social network to build a
tripsensa3ons community. Here the people come to share
sensa3ons and to know new friends.
• Tripsensa3ons is very different from Facebook!
• In Facebook we share contents with people and friends that
we know in the real life.
• In Tripsensa3ons, the users have the opportunity to know
new people that follow the same route, sharing visions and
sensa3ons and every thing related with the journey and view.

23. STREET DRESSING
3
RADICAL 2.0 APPROACH
OFF LINE
Engage people to enter in tripsensations.com
and share their feelings

25. STREET DRESSING
3
RADICAL 2.0 APPROACH
OFF LINE
THE USER CREATE
THE POSTER ADVERTISING CAMPAIGN

27. Street dressing
• Was the contest organized by Citroën to launch
Tripsensa3ons.
• In partnership with IGP DECAUX, we setup a
poster campaign in Milan
• There were 2 phases.
• Teaser phase to engage people to enter in
tripsensa3ons.com and share their feelings
• Launch phase, one month ader, when we put the
sensa3ons posted on the website as posters in
the same posi3ons.

28. KEY POINTS
• If we really want to know people we have to give them a
chance to express them selves in rela3on whit others.
• The companies have to invest to give something to the
clients.. And give something isn’t only present’s or money,
but intangible things too.
• Help people to be together, give them space to express
them selves, this will help us to understand wath they really
need and want.
• Companies have to be a true good friend, transparent,
correct and sincere (sinsier)
• So… Corporate social responsibility must be true like a good
friend.
• This new way to do business.

29. KEY POINTS
• Give people a chance!
• Invest in the Client!
• Help people to live better!
• Be transparent!
• Be socially responsible!

30. INVESTMENT
• Overall investment for tripsensations.com was more or
less 6% of the advertising budget (TV, RADIO and PRESS)
for the new C3.

31. GRAZIE!

SILVIO STAFUZZA
SILVIO@CROWDM.IT