Motor Show, in motion on the web
Web & Social listening
Content & Social Strategy
Social Creation & Production
A unique trade show, live events and a busy calendar of races, conferences and spectacular exhibitions. The Motor Show is this and so much more, but above all it is the event that turned Bologna into the new motor capital of Italy. In 2017 the brand chose Life as its strategic and operational consultant. The brief was to transfer this memorable experience online with a digital strategy that would maximise the visibility of the show and achieve new sales objectives.
A dedicated team with vertical experience and expertise in the automotive sector coordinated all the main social media networks, also managing the website, digital communication and online scheduling. Its content and media strategy reached out to current and potential visitors, inviting them to experience the event on all the digital touchpoints.
Life’s content strategy brought the unique nature of the show onto our screens. It used live photographs, special features, extra activities and videos, to name but a few, to convey the adrenaline-pumping appeal of the Motor Show in a new space which enriched the visitor experience in real time and piqued the curiosity of potential users.
Life’s media strategy had two objectives: to reinforce loyalty in users already familiar with the event using a content-oriented plan and to develop new leads through display advertising and performance, which were continuously optimised by monitoring feedback in real time. This strategy delivered outstanding results, with a 20% increase in visitor numbers on the previous year, endorsement of the seamless synergy between Life and the Motor Show team.