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.

SENSORIAL CINFIGURATOR 1!

www.newc3trip.it

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