Fiat summer campaign 2012

Task:

Development and implementation of a summer campaign for the core brands Fiat, Alfa Romeo, Lancia, Jeep and Chrysler/Dodge under one communications roof, without compromising the market presence of the individual brands. Based on mechanism learned from the spring campaign and integrated into the annual motto “GO!”.

Objective:

  • Increase workshop traffic through the customer attraction element
  • Customer loyalty through customer satisfaction
  • Generation of shop orders
  • Increase sales for parts and accessories

Implementation:

For the first time in the history of the Fiat Group, a Germany-wide competition in the area of aftersales was conducted under the title “That’s new!”. More specifically, there were actually 5 competitions, since each brand (Fiat, Alfa Romeo, Lancia, Jeep and Chrysler/Dodge) received a brand-specific prize. The competition was launched in all communication channels and you could participate at POS, by mail or on the internet.

SNOOK Frankfurt was responsible for the entire competition process (evaluation of participants, revenue determination, notification of the winner, prize ceremony, and press package for dealers, etc.).

The dealer was informed about the implementation of the competition and the various advertising media through a comprehensive Sell-In package. The strategic goals of the campaign were also explained, and the benefits of active participation were explained and shown with figures.

Direct customer communication in the form of mailings was in the foreground of the Sell-Out measures. The dealer could choose from 3 mailings (sector 1, sector 2, all sectors), which they could customise with individual prizes for repairs, parts or accessories.

Other advertising materials:

  • Small POS package
  • Large POS package
  • Counter display with inlay
  • Window decal
  • Large poster
  • Web banner
  • Landing page
  • Raffle box for the showroom
  • XXL decal
  • Radio ad
  • E-mail newsletter

Result:

Compared to the spring campaign, we succeeded once again in increasing the number of orders of POS packages. However, the increase of end customer mailings via SNOOK Frankfurt was much more impressive. The dealerships ordered nearly 5 times as many mailings in this campaign as in the spring campaign, which was already a success.

Weitere Highlights: