AGENZIA: Leo Burnett Co. Srl
CLIENTE: FCA (Fiat Chrysler Automobiles)
BUDGET: Da 20.000 € a 50.000 €
TIPOLOGIA: Evento Digitale
DATA: 2015-09-01
EDIZIONE: 2016
IDEA CREATIVA
Football is where today’s heroes are made. Where they are worshiped, loved, idolized. And handsomely paid for it. But Fiat, the brand of every Italian and sponsor of the Italian national team, thinks differently. Fiat believes that football creates much greater heroes, that deserves to be praised and celebrated: the every day people.
So, we decided to give them the chance to actually be a hero inviting the legendary Bruno Pizzul, the voice of Italian football, to narrate for the first time the goals and plays of everyday players. First we asked people to send us their videos, with examples of plays narrated by Pizzul. Then we made Pizzul commented the most exciting ones, posting them through Facebook’s fanpage and through Gazzetta’s dello Sport homepage. Making everyday football fans the heroes they always were.
RISULTATI
In total, 7.8 million reaches on social network and over 2 million views. The collateral got spontenous media coverage from the country’s most important newspapers, such as Reppublica and Corriere della Sera. As well as Advertisng publications, such as Youmark! and Media Key. The videos were also displayed at Gazzeta dello Sport’s homepage.
STRATEGIE
The videos and content generated from the collateral created a great positive buzz for the brand. With a total reach of 6.5 million contacts through Facebook alone. In total, 126 people from Italy and abroad registered for a chance of having the legendary Pizzul narrate their goal.