Rewriting Black Friday’s Rules
How to extend to the automotive sector
those purchasing dynamics typical of Black Friday?
When Autotorino requested us a Black Friday project we did start from this question.
We knew that just a campaign wouldn’t be enough to turn a car’s buying process
We knew that just a campaign wouldn’t be enough to turn a car’s buying process
upside-down, since it usually lasts 3 months. We needed a solid promotional mechanics,
a smart media-selection and our target’s active involvement.
Such a group as Autotorino, already Italian revenue leader, has many key-points:
the relationship with customers, the attention to their needs and the understanding
of their requirements during the whole journey of selection from the time they’re
thinking about getting a new car up to the buying moment.
And so we taught about how to rewrite Black Friday’s rules satisfying
And so we taught about how to rewrite Black Friday’s rules satisfying
the Autotorino customers’ needs even more.
That’s how the idea was born:
since for Black Friday everyone’s buying everything, why not selling the discount itself?
Briefly:
YOU PAY € 10, AND YOU GET A € 1.000-DISCOUNT.
Watch the C.H. Video
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Customers first
Customers had the chance to buy their discount on blackfriday.autotorino.it between
the 27th of November and the 2nd of December, in order to get a new car, a km 0 one
or a company car from the Autotorino Group’s 52 branches.
An idea extending the Black Friday-offers’ validity period, because choosing a car
is challenging and customers deserve the right time and all the required attention.
During Black Friday, the Autotorino’s website became an out-and-out e-commerce.
That requested as soon as possible the activation of a Shopify shop and adv-planning
to follow customers’ process before and after the purchase.
The results
Compared to any other lead-acquisition strategy developed by Autotorino before,
our project generated premium-quality leads, strongly motivated to buy.
5 ACTIVITY DAYS
950 DISCOUNT VOUCHERS SOLD
600 STARTED NEGOTIATIONS WITHIN A WEEK
100% QUALIFIED LEADS
CREDITS
Agency - Cernuto Pizzigoni & Partner
Creative/Art Director: Ruben Piemari Cereda
Creative/Copywriter: Silvia Basile