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23 May 2014

The multi-award-winning Alfa Romeo 4C wins the 15th Interactive Key Award

The multi-award-winning Alfa Romeo 4C wins the 15th Interactive Key Award
  • The competition dedicated to the web and interactive communications awards the "Alfa Romeo 4C Digital Launch" campaign in the "Best use of digital media" category
  • Spotlight on the site dedicated to the supercar (click here), standing out on which is the first interactive video configurator that combines video footage, interactive computer graphics and the most innovative animation and texture mapping technologies
  • Single platform supporting the EMEA and NAFTA regions: it's the first example of an "integrated" Fiat Chrysler Automobiles communications project

 

The Alfa Romeo 4C continues to garner enthusiasm and adds a further important award to its collection: this time it's the jury of the 15th Interactive Key Award that assigns first prize to the "Alfa Romeo 4C Digital Launch" campaign ("Best use of digital media" category).

 

Alfa Romeo raises the bar of innovation in the field of online car configurators, employing the skills of the Wedoo Digital Factory, leader in the online configurator market. The site (click here) dedicated to the supercar features the first interactive video configurator, which allows users to customise their Alfa Romeo 4C in an enthralling multimedia context.

 

With the launch of the site in the US, Canadian and Mexican market, this is the first example of an "integrated" Fiat Chrysler Automobiles communications project, a single platform to support the EMEA and NAFTA regions (it covers the major countries of Europe, the Middle East and East Asia in addition to the US, Canada and Mexico). This international project was developed by combining video footage, interactive computer graphics and the most innovative animation and texture mapping technologies.

 

In detail, the new video constitutes an important step forward with regard to conventional static configurators: the entire configuration process for the latest addition to the Alfa Romeo family is viewed through an interactive video in which the user's choices - such as the selection of gearbox or transmission, or the choice of rims and headlights - are applied to the car in real time within the video, without interrupting playback. In the course of the video, the user is also invited to view specific scenes which communicate the product's innovative characteristics.

 

What makes the Alfa Romeo 4C video configurator unlike all the rest is the presence of an actual virtual control booth that lets users personalise their experience. They can freely select detailed video sheets on the car's specifications at any point within the video configurator playback, enriching the video with stimulating cinema-style takes to turn every configuration into a custom film that can be downloaded when configuration is complete.

 

This new configuration experience also takes a social media turn: the user can share their configuration on Facebook, inviting others to go through the same experience, thus increasing the viral effect of the initiative. What's more, it is possible to download a more "conventional" version from the video configurator, with takes and cuts selected for optimum impact.

 

Turin, 23 May 2014

 

 

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