GENERAL INFORMATION Project Description

Transcripción

1 RESULTADOS!

2 GENERAL INFORMATION Project Description The campaign "Adopt a car " had as its main objective to position Autoplaza, the main automotive selling point of Chile, as a new car sales location where you can find a variety of makes and models. This through a strategy that had as a backbone for communication and participation, the digital world of social networking combined with mass media and point of sale experience. It was decided to use as the basis, digital platforms given the importance that these have taken as a method to search for new cars.

3 3 -. RELEASE Project Summary SITUATION: Autoplaza is now the largest automotive center of Chile with 16% market share and sustained sales growth in the last years, in addition 2013 presented a growth of 11,6%. It has a network of 11 outlets throughout Chile, handles a huge number of dealers and auto brands. Furthermore, the relevance of the digital world has become so important to the search for new products, it has even reached the automotive industry. ACTION : We designed a campaign that had the strength to convey that Autoplaza is a place where they sell many new cars but through a strategy that differentiates us from the classic automotive promotion. The rationale used is that cars evoke childhood memories, they makes us feel alive and proud and ultimately they are a member of the family. Given this context the promotion created "Adopt a car" associated the importance of a vehicle to that of a pet, giving it the importance it has at home in a fun and different way. The promotion was to raffle 8 cars of various makes and models through the website. The defined strategy indicated that the more "affection" you gave this pet the more probabilities you had to win it and that's how we defined several digital actions that were shared on social networks like naming the car, sending it a kiss or dedicating it a song.

4 RESULT: The campaign was a success and generated a large participation of people on social networks, we increased the number of fans from to in three weeks of campaigning, had more than registered to adopt one of the 8 cars, comments on social networks, visits to the website and an average time spent of 8 minutes. Users sent over kisses to their adoptive cars. In terms of sales in August, month in which the campaign was conducted, the industry grew by 4 % in units and Autoplaza showed a growth of 24% over the same month of the previous year, 6 times more than the market. This was reflected in an increase of 20% market share for the month of August where we went from 20% to 24%. BUDGET: The total budget for the campaign was USD , which was used mainly to finance the TV campaign that helped give visibility to the campaign on a massive scale, POP which helped give visibility at point of sale and distribution in digital media that supported the campaign. Attached are detailed the items used and their budget.

5 RESUMEN RESULTADOS INSCRITOS EN LA PROMOCIÓN! VISITAS A LA PÁGINA WEB! ÉXITO EN REDES SOCIALES, MÁS DE COMENTARIOS! 8 MINUTOS! TIEMPO RECORD DE PERMANENCIA EN EL SITIO ! FANS NUEVOS EN FACEBOOK

6 RESULTADOS VIRALIZACIÓN MAS DE 85 MIL ACCIONES DE VIRALIZACION

7 MAS DE BESOS EN FOTOS! LA MITAD DEL ESTADIO NACIONAL

8 GRAN IMPACTO EN REDES SOCIALES

9 TIEMPO DE PERMANENCIA TUVIMOS UN TIEMPO DE PERMANENCIA DE 8 MIN COMPARADO AL TIEMPO DE PERMANENCIA DE PROMEDIO DE MALLPLAZA DE 2,5 MIN

10 VENTAS EN EL MES DE AGOSTO LA INDUSTRIA CRECIÓ UN 4% EN VENTA DE UNIDADES Y AUTOPLAZA CRECIMOS UN 24% COMPARADO AL MISMO MES AÑO ANTERIOR. EN VENTAS ACUMULADAS A LA FECHA LA INDUSTRIA CRECE A UN 15% Y AUTOPLAZA AL MES DE AGOSTO COMPARADO AL AÑO ANTERIOR CRECE UN 20%.

11 LA ENTREGA VIVIMOS UNA ENTREGA LLENA DE EMOCIÓN. FAMILIAS MUY AGRADECIDAS QUE JAMÁS OLVIDARÁN ESE DÍA Y PROMETIERON CUIDAR SUS ADOPCIONES!

12 EL FENÓMENO SIGUE! LA GENTE SIGUE COMENTANDO EN REDES, DESEANDOLE SUERTE A LOS GANADORES Y ALENTÁNDOLOS A CUIDAR LOS AUTOS QUE NO GANARON.

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