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10 March 2016
Reply [MTA, STAR: REY], specialised in the design and implementation of solutions based on digital media and new communication channels, consolidates its relationship with the
FCA Group, securing a
technological, strategic and creative partnership with Alfa Romeo EMEA (Europe, Middle East and Africa), and confirms its position in the Digital Experience global market with the creation of an International Team, coordinated by Associate Partner Niccolò Magnani and Reply Creative Director Francesco Milanesio.
The collaboration between the two companies began in 2015 and was renewed in early 2016, with new skills and expanded responsibilities: the strategy and management of all Social Media activities; design, development and subsequent roll out of the Alfa Romeo EMEA portal on the Adobe platform. During the course of the financial year just ended, Reply allocated to the project the analytical and technological skills available as part of its network of specialised companies, as well as those of a purely creative nature. First, with the creation of the
Hall of Legends, a virtual museum dedicated to vintage Alfa Romeo cars; then, with an interactive installation exhibited at the museum in Arese; and finally, celebrating and narrating the story of the brand’s sports identity with the online campaign entitled “Rosso Alfa”. There are many ambitious projects in the works for 2016, both within a creative and a technological framework.
The heart of the social strategy will be the continued placement of Alfa Romeo and its brand values - a long sporting tradition and strong emotional connotation that places the driver at the very centre of a labyrinth characterised by passion: performance, challenge, and a driving experience beyond compare. All under the banner of a powerful and unequivocal pay off: The Mechanics of Emotions.
As part of the management and roll out of the portal, another important task on the 2016 calendar, Reply will play the role of Solution Partner on the Adobe platform, guaranteeing the Group’s distinctive standards of excellence: System Integration, implementation of Content Management System functionality using the Adobe Experience Manager suite, Front End development, Project Management and international coordination of all activities related to the migration of the
Alfa Romeo portals across 29 countries.