This month Fiat is launching an innovative platform, Fiat Live Store, that changes the way people get information about and interact with cars; it humanizes the purchase-decision process in a unique way.
The project uses technology that connects people to a team of experts specially trained to show Fiat models to prospective customers in real time.
On accessing Live Store through the Fiat portal(fiat.vc/livestore), consumers will be attended by live audio and video generated by experts. Using eye-level micro cameras they show all details of the car, allowing the consumer to see everything firsthand in an immersive experience. The goal is to make visitors forget that they are on internet and feel as though they were inside the car.
The experts use a headset, MyStream®, especially developed for the project, which contains a high-resolution micro camera, a microphone, headphones and a streamingdevice. As well as MyStream®, they will always have atablet on hand, with which they can share more information about the cars on screen, such as colors and accessories. At the end of the demonstration, Live Storeallows the consumer to schedule a test drive at the closestFiat dealership.
“A Fiat Live Store is a platform that empowers the consumer by having access to overall, detailed information on FIAT cars. The project has a hybrid profile and objective, it performs the role of publicizing products and approximating the consumer to the brand, encouraging a trip to the dealership to test-drive the car”, said JoãoCiaco, Fiat publicity and relationship-marketing director.
Currently, the Fiat portal is the most accessed by sector players with an average of 6 million hits per month and over a million cars assembled, using the Assemble Your Car tool. “Live Store is more of a way to help the purchase-decision process. It is the moment that antecedes the test drive and induces the more interested customer to buy the product at the dealership”, explains Ciaco.
Fiat Live Store is housed in a studio of over 600m2 inBetim, Minas Gerais, put together by The Marketing Storeagency and working with AgênciaClick Isobar technology.It is open for service from Monday to Saturday (confirmwith FIAT and Mkt Store) and initially is working withFreemont, Fiat 500 Cabrio, Novo Punto, Novo Palio andStrada models, from 10 am to 7 pm.
“More than a great publicity idea, a Fiat Live Store is a business model. More than 60 professionals are working on the project since last year. I believe that this is the future of advertising: doing things that don't look like advertising, but are relevant to our customers and desired by people.” said Fred Saldanha, Chief Creative Officer at AgênciaClick Isobar.view more - Creative
Categories: Cars, Automotivelbbonline.com, Wed, 18 Sep 2013 09:08:50 GMT