LANCIA MAGIC PARKING - TURN STRESS INTO PLEASURE
| Title | LANCIA MAGIC PARKING - TURN STRESS INTO PLEASURE |
| Brand | FIAT |
| Product/Service | AUTOMOTIVE |
| Category |
E01. SOCIAL VIDEO |
|
Entrant Company
|
BITMAMA Torino, ITALY
|
|
Advertising Agency
|
BITMAMA Torino, ITALY
|
Credits
| Maurizio Sala |
BITMAMA SRL |
Partner And Executive Creative Director |
| Niccolò Magnani |
BITMAMA SRL |
Manager |
| Francesco Milanesio |
BITMAMA SRL |
Creative Director |
| Erica Pozzato |
BITMAMA SRL |
Account |
| Giorgio Emanuele De Donno |
BITMAMA SRL |
Art Director |
| Riccardo Albertazzi |
BITMAMA SRL |
Art Director |
| Chiara Fissore |
BITMAMA SRL |
Copywriter |
Creative Execution
Parking with no hands means parking stress free. That’s the concept expressed by the video.
More than 1,500,000 users could watch Magic Parking in action and see the advantages through the story of the woman driver’s “revenge” on her annoying boyfriend.
The plot, based on a classic cliché, achieved thousands of shares and comments, publicising the promotion and encouraging car sales.
The “member-get-member” mechanics promoted a viral effect. The 100% discount available only for couples was a perfect fit for Valentine’s Day.
The initiative was promoted on the web in many ways: display advertising, social media marketing and direct email marketing, promotional landing page.
The results:
- Video viewed by more than 1,500,00 people from 7–28 February.
- Facebook posts dedicated to the initiative achieved approximately 3,000,000 views, more than 2,000 likes and more than 1,200 shares.
- The promotional landing page attracted more than 130,000 visitors, totalling approximately 200 registrations.
- Thanks to the promotion, Lancia sold 1½ cars per day.
All in just three weeks.
Ypsilon is the first Fiat group car to boast the Magic Parking assisted Parking system.
Lancia asked us to come up with a communications initiative to promote this special feature for an equally special occasion: Valentine’s Day.