500 wants you - the interactive marketing platform

500 WANTS YOUInteractive marketing platform

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CROWDSOURCING

“Make room for passion, expectations, dreams and tastes of people

to revisit and refresh the legend”.

ONCE UPONE A TIME (2004)

If I’d asked my customers what they wanted, they’d have said ‘a faster horse’ (Henry Ford)

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FIAT TALKS TO YOUNG PEOPLE

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...AND LISTENS TO ONLINE COMMUNITIES

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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.

500 WANTS YOU

AN INTERNATIONAL DIGITAL MARKETING PLATFORM CREATEDWITH THE PEOPLEFOR THE PEOPLE.

CONCEPT LAB I + II

Configurator for vehicle externals based on the Trepiùno concept car

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DESIGNBOOM

international design contest open to professionals, students, design lovers from all countries

jury: giorgio armani, jasper morrison, luca cordero di montezemolo, gabriele salvatores

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500 DESIGNBOOM WINNERS

category 500 accessories

dolce vita, by nils kajander, helsinki, finland

displayed in milan, at "salone del mobile 2007”

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500 DESIGNBOOM WINNERS

category 500 lifestyle

vacuum cleaner, by eugeny onutchin, ramat-gan (israel)

displayed in milan, at "salone del mobile 2007”

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500 DESIGNBOOM WINNERS

category 500 places

driving cinema, by tim thornton, london (united kingdom)

displayed in milan, at "salone del mobile 2007”

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500 TEAM

ADVANCED DESIGNPRODUCT PORTFOLIO MANAGEMENT

PRODUCT MARKETINGMARKETING COMMUNICATION

CO-MARKETING LICENSING

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TIMING & COSTS

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4 million people

24 initiatives

THE LONG TAIL

tatooonline.it

head

long tail

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AWARENESS

500x500 online booking

May, 3rd 2007 (1st community birthday)

One booking request every 40 seconds!

From 32 Countries in the World

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AN UNBELIEVABLE COUNTDOWN

Stats, 3 May 2006 – 27 June 2007

Page views: 63,507,889 Unique visitors: 3,679,275Visits: 5,741,596

Users registered with the site: 79,251Users registered with the newsletter: 99,717 Tell a friend: 19,733 Screenmates downloaded: 25,424

Concept Lab I (3 May – 14 December 2006) Configurator for vehicle externalsbased on Trepiùno concept carconfigurations received: 171,070suggestions received: 22,481

Concept Lab II (from 15 December 2006 to 27 July 2007)Configurator for vehicle externals and interiorsbased on the Trepiùno concept carconfigurations received: 111,638 suggestions received: 75,558Configurations submitted from other countries:

Germany 6,070France 5,692Sweden 2,779Switzerland 2,443Holland 2,241United Kingdom 2,165Spain 1,821Portugal 1,388United States 1,286Poland 1,102Belgium 1,019

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A STUNNING LAUNCH

streaming4° july: 91’920 UV for the Show5° 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

500 video configurator

Live streaming

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INTERNATIONALISATION

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YOUNGER TARGET

+90% of visitors < 30 years-old vs. Fiat website

500,000 UNITS IN ONLY 31 MONTHS FROM ITS LAUNCH

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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.»

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Source: sophus3 eDataXchangeEU A segment activity overtime Q1 08 - Q3 10

THE MOST VISITED CAR IN UK

FROM 500 TO THE WHOLE RANGE

http://www.stickerlab.fiatpunto.it/http://blog.fiatpunto.it/grande-punto-sticker-lab/

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Media Budget e % media mix (2010)

0%

25%

50%

75%

100%

Francia Italia UK

TVWebNewspaperMagazineRadioOutdoorCinemaSponsorshipOther

+ WEB IN THE MEDIA MIX

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CONFIGURATIONS MIX VS. ORDERS MIX

0%

25%

50%

75%

100%

% Config Link % OCF %

Fiat 500 DE - Mix Interest vs. Trial vs. OCF

1.2 Pop1.3 MJ Pop1.4 Pop1.2 Lounge1.3 MJ Lounge1.4 Lounge1.2 Sport1.3 MJ Sport1.4 Sport

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THE SOCIAL BRAND

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Read the full report

P a g i n a | 21

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 -

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 corporate process.A PLAN

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http://it.linkedin.com/in/stefanostravato

THANK YOU!