Objectives

NOVA FIAT STRADA was the most important launch of the pickup truck category in the Brazilian market in 2020. The segment leader came to consolidate the FIAT legacy in Brazil with advanced aesthetic and technological innovations. But the emergence of the Pandemic in the middle of an iconic launch brought concern for managers and salespeople at Dealerships.

The challenge was to transfer the features and advantages of the New FIAT Strada to the point of sale during the Pandemic, understanding that the POS is a phygital environment and that the purchase process takes place both in the dealer's physical space and in the seller's digital communication with the client. On and off mix.

How to support the Dealerships sales teams on a journey that in many cases would not have store visits?

The launch in the middle of Pandemia accelerated the integrated use of digital sales tools and the digitization of the production process of physical parts, which could not be sent directly to the Dealers due to logistical problems.

With a Pandemic in the way of the most important launch of the year for FIAT, several merchandising and sales actions would need to be designed so that digital parts arrived on time and physical parts could be produced directly by the dealers. More than ever, POS actions would have to be made possible by different positive channels.
 

How were the objectives met?

The launch materials received a physical version produced by the Concessionaires that were flexibly opening hours and digital versions for those with closed doors.

The production process of the physical materials was through the creation of a broadside that would serve as an orientation guide for the Dealers, a series of tutorial videos on Youtube, supporting the tenants. The digital broadside included the necessary care information when reopening the stores, creation of a direct communication channel through WhatsApp and Intranet with the agency to clarify doubts, positivization technical guidelines and specifications of materials such as stickers, cubes, take one, versions and product data sheets.

We planned an integrated action for merchandising pieces to be completed, expanding the promotional perception in physical and digital environments.

The purchase journey needed to support the sellers' digital businesses through parts for specific use on social networks and WhatsApp and Telegram messaging apps. How to standardize without losing originality, the graphic communication of emoticons on WhatsApp, used by salespeople?

With the KV of the campaign as a graphic basis, we designed stickers containing expressions used by salespeople in communicating via WhatsApp with their customers, with a defined aesthetic standard and expression limiter so that there is unity in the digital communication of all the salespeople of the more than 500 FIAT Dealers in the Country , enabling, together with pieces such as catalogs, comparatives and digital proposals, a relaxed, close and effective conversation in the digital environment.

Location: Porto Alegre, Rio Grande do Sul, Brazil

Submitter: CDA Design Ltda

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