AGENZIA: HDRA'
CLIENTE: Unicredit
BUDGET: Oltre i 500.000 €
TIPOLOGIA: Digital Integrated Campaign
DATA: 2016-05-01
EDIZIONE: 2016
IDEA CREATIVA
The TowerMatch: to celebrate the icon of the new Milan SkyLine, what better than installing a football pitch on the rooftop, for the highest (152mt) “stadium” in Europe? More than 500 football fans played 2vs2 matches right at the bottom of the building’s spire.
Trezeguet, Zambrotta and The Trophy also enjoyed the view on the city (the video on the UEFA fb page got10.804 likes, over 160 shares and 360.078 visualizations(https://www.facebook.com/uefachampionsleague/videos/1249440391769087).
Emerson & Stankovic teamed up with #Appassionati contest winners in a penalty shootout broadcasted live on Twitter Periscope generating more than 12.000 views far (https://twitter.com/UniCredit_IT/status/736534006704005120).
Among a range of influencers Italian Social Media Stars Gli Autogol & Calciatori Brutti played a match against each other spreading the content among their community.
RISULTATI
Overall media reach: 878.263 impressions on magazines (Top sources: La Gazzetta dello Sport, Corriere della Sera)
Top visibility UCL sponsor in Italy and and fourth in Europe.
More than 558.000 interactions on Social Media and 156.000 video visualizations
#TowerMatch hashtag had an exposition to 36mlns of Twitter accounts between may 23th and 25th.
STRATEGIE
Eight to nine months of preparation, days in the office ‘till late, countless meetings and calls: everything for offering to our customer and customer’s guest the experience of a great weekend, everything for 90 minutes in a stadium.
Following our experience in the Sport Industires , we develope a 360° Project for Unicredit, in order to delivery a strong image and return in terms of Media coverage, during the Champions League Final Milan 2016 period.