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Why not buy a discount?

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 
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 
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
​​​​​​​


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.
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


Why not buy a discount?
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Published:

Why not buy a discount?

Integrated campaign for the Automotive Black Friday.
2.5k
24.7k
5
Published:

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