A different kind of car launch… 以非传统的方式来帮助一款新车上市
The FIAT 500 Campaign
January 2008
THE BACKGROUND
活动背景
A different kind
of car launch…
以非传统的方式来帮助一款新车上市
†
“The biggest thing since
the return of the mini”
“米妮车上市以来最大的事！”
“The best car in 2008!” 2008年最佳款汽车？
Background 活动背景
In early 2008 Fiat launched a new car – The Fiat 500
在2008年初菲亚特推出了一项新的轿车-菲亚特500
After an extravagant launch event, Fiat followed with a range of modules engaging consumers using a co-creation model
随着一场奢侈的发起活动之后，菲亚特取得了一系列的方法进行消费者采用共同创造模式
THE CHALLENGE: A lot to live up to. With 50 years of history and reputation, the Fiat 500 had to compete with its own status as an icon.
挑战：经过50年的历史和声誉，菲亚特500竞争自己的地位作为一个图标。
The Co-Creation Model
共同创意模式
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Consumers acted as participants, submitting
video & contributing other content online
消费者作为参与者,可在线提供自己的视频和其他内容
THE PRODUCT 产品
Everything about the 500 is innovative, from its stylish looks to green credentials and safety -- with an option for seven airbags including a kneebag
With over 500,000 possible combinations of extras, styling and equipment the car is being pitched to a extremely broad range of consumers
THE LAUNCH
发起活动
New Fiat 500 takes to the sky in the UK launch, a ticket-only, star-studded event.
The new Fiat 500 ‘flew’ over London on the London Eye precisely 500 hours into 2008
Mika sings alongside the new 500
Iness Deyn and Jade Jagger
at the Fiat 500 launch
In London…
此新款车在一场很迷人的活动开展，而只有购票者在场
一辆菲亚特500从2008年1号在 伦敦市 ‘飞’了500小时
Collaboration on
MSN and MYSPACE
Live video streams thru MSN Video platform, during launch
MySpace built its first automotive community for the Fiat 500
Your own Fiat 500 designer
An interactive experience allows consumers to design their own 500
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500 Air Drive Championship
A cooperation with YouTube
FIAT asked EVERYONE to send in videos of themselves “driving”
behind their own pretend wheel, with their own sound effects and style
Videos went to a dedicated youtube channel, where users voted for a winner
Win a free
iPod Touch!
ONE RULE!
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SPEAK 500
Furthering the co-creation model, FIAT asked consumers to send in videos of themselves saying “500” in their own language or dialect, contributing to a video collage online
进一步开展合作创造模式，菲亚特还邀请了消费者在他们自己的语言或方言录下自己说 " 500 "，再发送影片，为做出一个视频的拼贴板
CAMPAIGN RESULTS
MEASUREMENT AND EVALUATION
The launch received 327 print mentions, including coverage in Hello, OK and Closer. All coverage picked up on key messages linking the Fiat 500 with style and urban living.
发起活动拿到327印刷媒体的提到，其中包括“你好”，OK， CLOSER刊登等。
RESULTS
The number of hits on Fiat's UK website more than doubled around the launch, from an average of 175,000 to 370,000 during January. Fiat initially constructed 3,500 Fiat 500s for the UK, but demand has rocketed, and 8,500 orders have been taken to date.
菲亚特的英国网站的点击次数，从发起活动开始增加超过一倍左右，一月份由平均175000到370000。菲亚特为英国市场 初期建造的3500名菲亚特500车，但需求量大增加了，一共得了8500人的订单。
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活动效果
Implications for the Chinese Auto industry
针对汽车行业的命意
TRENDS IN CHINA AUTO INDUSTRY
Emergence of new competition 54 brands
Increased stratification of market (more models), income levels?
Mini Cooper in China?
Status is important for car owners/buyers
IMPLICATIONS for CHINESE MARKET
Digital interaction with consumers, simple and straightforward use of web technologies
Brought aspect of luxury to an economy car – significant in environment with 50+ car brands
Web based campaign with a menu of experiences reached a wide target with unlimited geography, not just in italy but around the world. Also, campaign modules centered around the consumer
China car enthusiasts and shoppers are tech-savvy and more likely to use web and forums to learn about cars (JK hypothesis) more than in the west
THE CHALLENGE: A lot to live up to. With 50 years of history and reputation, the Fiat 500 had to compete with its own status as an icon. They also had to consider the comeback of the VW Beetle and the Mini Cooper.
挑战：经过50年的历史和声誉，菲亚特500竞争自己的地位作为一个图标。 大众很期待此车的出现。 他们也不得不考虑大众和迷你的成就。
NYT article
The original Fiat 500 came out in 1936 and continued in the same basic form until 1955. Its small size and rodentlike looks quickly earned early models a nickname they could never quite shake: “Topolino” — the Italian name for “Mickey Mouse.”
Hundreds of thousands of Topolinos were sold, many of them after World War II, when the car helped put Italy on wheels — much the same way Citroën’s 2CV did in France, or the Volkswagen Beetle did in Germany.
The 500 received a significant redesign for 1957 by its original stylist, Dante Giacosa. Rechristened the Nuova 500, it has become more commonly known as the Cinquecento (Italian for 500, and pronounced cheen-qway-CHEN-toh) Its name was taken from its engine size: 479 cubic centimeters.
MEASUREMENT AND EVALUATION
The launch received 327 print mentions, including coverage in Hello, OK and Closer. Regional press mentions included the Evening Standard and the
Newcastle Journal. All coverage picked up on key messages linking the Fiat 500 with style and urban living. Virgin Radio covered the event with regular live updates on the night.
发起活动拿到327印刷媒体的提到，其中包括“你好”，OK， CLOSER刊登等。区域新闻中提到包括Evening Standard和
纽卡斯尔杂志。
RESULTS
The number of hits on Fiat's UK website more than doubled around the launch, from an average of 175,000 to 370,000 during January. Fiat initially constructed 3,500 Fiat 500s for the UK, but demand has rocketed, and 8,500 orders have been taken to date.
菲亚特的英国网站的点击次数，从发起活动开始增加超过一倍左右，一月份由平均175000到370000。菲亚特为英国市场 初期建造的3500名菲亚特500车，但需求量大增加了，一共采取了8500人的订单。
蕴涵 yùnhán huàyīn; 命意 mìngyì; 内蕴[內蘊] nèiyùn
China became the world's second-largest oil consumer in 2003 and its third-largest importer of oil in 2004.
In arranging a test drive for me, a Fiat spokesman, Richard Gadeselli, warned, “I must make it clear that there are no plans to sell this car in the .” (his emphasis). But Sergio Marchionne, Fiat’s chief executive, had contradicted that two months earlier.
