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 leaderhas 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.

In other words, you bought the right to extend Black Friday's promotion timeframe, according to automotive sector's dynamics.. Such a group as Autotorino needed to evolve by emphasizing its relationship benefits. We developed the project with the utmost attention to the customer journey's needs by bending the traditional Black Friday's rules.

Massimiliano Trepiccione

The mechanics we created The mechanics we created allowed us to engage with the same effectiveness customers from different phases of the buying process. The ones who were about to buy a car were encouraged to do so by Autotorino, while those who were in the first evaluation phases had a further good reason to bear Autotorino in mind during their selection-phases.