Auting

DDD - Auting
Category:

Digital Marketing & Social Media

italiano

Auting è la prima piattaforma di car sharing peer-to-peer in Italia: un nuovo modo di vivere la mobilità attraverso la condivisione della propria auto. Analisi di mercato, posizionamento, naming, experience design. Abbiamo progettato l’intera architettura e strategia del brand, scegliendo un tono di voce empatico, ironico, coinvolgente, necessario per generare la fiducia nei confronti di un servizio nuovo, popolare all’estero, ma ancora sconosciuto in Italia. L’attività di branding si è divisa in tre macro-fasi: il naming, Auting, fusione tra le parole 'auto' e 'sharing'. La piattaforma, auting.it, sviluppata in Angular, che permette l’incontro tra owner (proprietario dell’auto) e driver (guidatore “temporaneo”), supportata da una user experience semplice e intuitiva. Infine la campagna di lancio attraverso i canali digitali (social media + adv), con l’obiettivo di far vivere esperienze dirette agli utenti (Blogaround, influencer marketing activity) e di dissacrare l'idea che l'italiano medio ha nei confronti della propria auto attraverso un’attività di Branded Content (“Gli Automaniaci” dei The Pills).

english

Auting is the first peer-to-peer car-sharing platform in Italy: a new way of experiencing mobility by sharing your own car. Market analysis, positioning, naming, experience design. We have designed the entire architecture and brand strategy, choosing a tone of voice that is empathetic, light-hearted, and engaging, necessary for generating trust in a new service which is popular abroad but still unknown in Italy. The branding activity was divided into three macro-phases. First, the naming, Auting, a fusion of the words 'auto' and 'sharing'. Then the platform auting.it, developed in Angular, enables the meeting between the car owner and the “temporary” driver, supported by a simple and intuitive user experience. Finally, the launch campaign via digital channels (social media + adv), with the objective to let users have direct experiences (Blogaround, influencer marketing activity) and to debunk the idea that the average Italian has about his or her own car using Branded Content (“The Automaniacs” by The Pills).

Hibo

Full-service interactive, advertising & marketing agency We works on brands marketing and communication strategies to create Customized Media Experiences