Automotive

Automotive

July 15, 2014
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The launch of a new car is crucial, its success determines longterm sales turnovers and reflects on brand perception of its manufacturer, which is reinforced and enriched with new values. We’ve designed and put into effect a project for this magic moment: the phase of preparation for the public launch of a new model.
Seizing upon urban innovation—street innovation—we provided vendors with a way to experiment with and showcase the potential and the most important features of the new car, without ever test driving it. We wanted to transmit an energy and emotion which would then be transferred to potential buyers. The sense of pride for the newest member of the family made a positive impact on the manufacturer’s sense of belonging. These values as well, sincere and almost unconsciously felt, are transmitted to the end user, ultimately incentivating sales.
We designed and carried out an original project which anticipated cultural creative change. This meant working with all people involved in the company, looking at motivation and also reformulating processes and incentives, all the while seeking to give new stability to a company which had strategically opted for a commercial revolution. Even the board had changed its structure: this type of business configuration is rich in energy, but at the same time must be managed with extreme care and attention if it is to constitute the stimulus for renewed effort and the realization of new goals. The change that we created entailed the choice of a new headquarters, with new colors and a more people-oriented, familiar environment. Every single detail of the entire process was studied, placing unique, hand-picked elements for that specific context alongside a clear and determined methodology.