Strategia di Marketing per la Ypsilon e per Lancia

[Lanciaboxer]

Vi riporto qua sotto da Italiaspeed il testo della nuova strategia di Marketing per la Ypsilon... hanno mosso alcuni dei piu importanti personaggi del mondo della comunicazione..(non oso immaginare che conti presentano alla Lancia...), pero' la cosa sembra molto interessante e puntare in settori di moda e immagine che l'auto italiana aveva lasciato spesso lontani, insomma avvicinare di nuovo il marchio Lancia con l'Italia delle firme e dell'esclusivo mi sembra piu che centrato, specie in chiave europea... (sperando poi di avere una rete di vendita e assistenza adeguata)- mi auguro poi che a fianco delle Ypsilon ci sia anche qualche Thesis, in modo che la egnte possa toccare con mano un'auto "un po fantasma"

INNOVATIVE MARKETING FOR AN EXCLUSIVE PRODUCT

The Lancia Ypsilon is not innovative merely for its content but also because of its radical marketing approach.

Its marketing campaign is accompanied by a set of actions that have breathed freshness and glamour into the car industry and succeeded in attracting the attention of people who are not motoring aficionados.

From day one, this sweepingly variegated plan saw the simultaneous use of TV, radio, press and posters with creative approaches developed specifically for each medium.

12 press themes, 4 TV formats including 15 second mini advertising spots on specific product features, posters with special visuals and 2 radio broadcast themes. Plus a director's film short by Gabriele Muccino, a new leading light in Italian cinema who Lancia brought in to interpret the world of the Ypsilon.

When it came to the press and poster campaign, Lancia commissioned Ellen Von Unwhert, one of the most famous photographers in the world, whose indisputable talents allowed her to put together a magnificent collection of shots: twelve different images able to communicate at first glance and speak the language of their audience. Photos you can look at but also immerse yourself in. A new way of talking about cars, using the codes normally reserved for the world of luxury items and high fashion products.

Lancia also went one step further and organised Sinning Parties in five of the most fashionable Italian destinations prior to the first model deliveries: Alassio, Forte dei Marmi, Venice, Milano Marittima and Porto Cervo.

Similar projects have been put on in Europe. In Germany, for example, we arranged a joint venture with the TV show 'Sex and the City', that took us to the heart of the world of the Ypsilon, its customers and their lifestyle. For seven evenings over July and August, the car was premiered at certain exclusive venues.

In Italy, a travelling tour entitled 'Ciak&Drive' offered evenings at the cinema in the major cities. The public was able to attend drive-ins with maxi-screens offering a capacity of about 200 cars per show and the Italian preview of the film 'Confidence'. In addition, that same venue was transformed from 9 am to 7 pm into an Ypsilon Village where it was possible to appreciate the qualities of the car in test drives and safe driving tests with the aid of a specialised instructor.

'Ypsilon and fashion' are now irreversibly linked both in terms of communication and also in the way of presenting the product. This is evident in the 'Printemps' marketing campaign in Paris, the first car sales outlet to be set up within a prestigious department store. This showroom sees the Ypsilon presented in its most favourable light in the favourite haunts of its target audience.

The same thing has also been going on for some months in Corso Como 14 in Milan where the house of 'Miss Y', a virtual character inspired by her target audience, was initially built but which has now become an exclusive showroom: 'Ypsilon - Made in Italy'. Here the public can receive all the technical and sales information on the model and also take part in exclusive events, exhibitions and meetings with famous personalities from the world of entertainment, sport and culture.

Finally, Lancia's pocket flagship has been the star of a bubbly and original promotional campaign created by Agenzia 515 of Turin. The campaign was run in the leading Italian cities and many other European locations, always before the sales launches.

This was one of the biggest viral marketing campaign conducted in Italy in 2003, borne out by a total of more than 130,000 items distributed in 7 cities: stickers with the Ypsilon logo, screen-printed PVC discs. Special glass stickers were also put up on the windows of the best and trendiest shops and venues. Inside, potential customers could find flip books that depicted the subject of small temptations by means of sequential images.

A series of truly unique, original projects, therefore, which are based on viral marketing techniques that owe their name to the way messages about a brand are circulated spontaneously as part of a chain reaction.

This intriguing form of Chinese whispers spreads a concept rather than a particular product. The campaign thus aimed to involve a young target in an unusual, stylish and irreverent way ahead of the conventional press and TV campaigns. The campaign aroused the desire for and curiosity about the Y logo and allowed potential customers to discover the values Lancia wishes to convey for its new pocket flagship: exclusivity, class and elegance.

[Vegeta75]

Benvenuti nel BELPAESE.

Un paese formato da da poteri mediatici che se vai in TV dicendo "il maglione verde è bello" all'indomani tutti avranno il maglione verde. Purtroppo non è certo solo un problema Italiano. Provate ad ascoltare qualcuno che lamenta i difetti FIAT/ALFA/LANCIA e domandategli "Perche' dici questo?". Il tipo non potra' tirar fuori una di queste risposte: "Si dice, si sa, lo dicono tutti, si vede".

Il lavoro duro della FIAT infatti sara' ridar vita all'immagine ormai fatta; nel vocabolario pubblico FIAT=prodotto scadente tanto che i comici che compaiono nella scatola luminosa usano questo sinonimo.

IMHO per riprendere piede i punti principali della strategia dovrebbero essere questi:

-Alto impatto estetico. Dite quello che vi pare ma tanto se una macchina è bella,cattiva e sportiva se la comparno tutti. Guardate il gruppo VAG che crea pianali unificati, scatenti con scarsa tenuta e motori benza polmonici.

-Immagine Estera. Veramente pessima. I 3 gruppi non hanno buone concessionarie, saloni ed assistenza. Chi comprerebbe una LANCIA in un paese che ha si e no 10 officine??

-Motori. Cosa c'è di meglio che creare pubblicita' dalla potenza?? Se ormai tutti si son dimenticati della thesis, provate ad immaginare cosa creerebbe una THESIS FERRARI, con la trazione integrale (che fiat ha ed è applicabile), le sky hock maserati che gia' usa e magari il motore della 550. Pubblicita' assicurata ed immagine elevata.

-Competizioni. "Ad ognuno il suo"

E' proprio vero, questi manager viziati vigli della nobilta' cresciuti nell'ovatta provenienti da scuole private sono incapaci di applicare giusti principi.

VIVA L'AUTO ITALIANA

Saluti Socialisti

VegethTS (che spera in una nuova 75)

[:::VESPINO:::]

alla versiliana,in versilia(toscana) i estate c'era il punto lancia con la y e la thesis,con personaggi famosi etc...e c'era anche il concerto di venditti..mosse di marketing così funzionano..però mi ricordo che tutti guardavano y e non thesis...ma nessuno proprio..