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Lancia's New
Musa and Ypsilon have been confirmed as fascinating
cars, capable of bringing together personality,
performance and functionality. For these models, Lancia
prepared an innovative communications strategy which has
enabled them to win a variety of international awards.
For example,
the “Lancia New Musa and Carla Bruni” ad was recently
been awarded the “Interactive Key Award” in the “Best
Online Ad” class, the national award dedicated to the
world of interactive web-based communication. Now in its
eighth year, the recognition underscores Lancia’s
attention towards innovation, not only in its own
products and services, but also in how the brand
communicates with its customers. The award-winning site
is an interactive version of the commercial with the
famous model/singer produced by Testaweb, the Armando
Testa Group web company: the use of white and black and
the full screen bring all the glamour of the televised
version of the ad to the web.
With this
accolade, Lancia ended a truly memorable year: in the
last 12 months, the brand has won all the main web
awards in which it has participated. This is thanks
primarily to the killer application “B Color me” –
prepared for New Ypsilon by the Testawebedv agency –
which in March won the Assocomunicazione Freccia
d’Argento, followed in May by three prestigious
Mediastars trophies: first prize in the Viral class for
the Online Advertising section, first prize in the Mini
Promotional Site category for the Netstars Internet
section and, finally, the special Mediastars award for
the best Online Advertising site. Recently, it also won
the sought-after Targa d’Oro della Comunicazione
Italiana in the Digital Interactive Action section -
Viral Action, as well as the “Publicity & Success”
award, Web class, sponsored by the weekly magazine “Pubblico”.
With a clear “viral” imprint, the New Ypsilon “B Color
me” application was organized on two levels: first a
seductive and totally unexpected focus on the exclusive
two-tone colour scheme, then an opportunity for potential
buyers to organize a test drive. The success was
immediate: from the online launch on September 21, 2006
to the time it closed in the end of January 2007, the
site was visited 325,000 times.
Lancia’s
award-winning work on the web moved in perfect tandem
with the original publicity campaigns that have garnered
so many prizes, including the Key Award 2006 and Grand
Prix for the best brand strategies with the Ypsilon and
Stefano Gabbana ad, and the Key Award 2007 in the
“Serial Advertising” class, for the Lancia Musa Diva TV
campaign starring Alessandro Gassman as its protagonist.
Once again, Lancia has shown its unerring aim in
achieving excellence in all forms of communication.
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