Title | THE GREAT ESCAPE |
Brand | SIGMA TAU |
Product/Service | YOVIS VIAGGIO |
Category |
A04. AMBIENT MEDIA: LARGE SCALE |
Entrant Company
|
BEDESCHI FILM Milan, ITALY
|
Advertising Agency
|
PUBLICIS MODEM Milan, ITALY
|
Media Agency
|
MEC Rome, ITALY
|
Production Company
|
BEDESCHI FILM Milan, ITALY
|
Credits
Giovanni Bedeschi |
Bedeschifilm |
Owner And Director |
Federico Salvi |
Bedeschifilm |
Executive Producer |
Claudio Gallinella |
|
Director |
Fabrizio Squeo |
|
Editor |
Silvia Ventimiglia |
|
Scenographer |
Bruno Bertelli |
Publicis Modem Italy |
Creative Director |
Cristiana Boccassini |
Publicis Modem Italy |
Creative Director |
Alessandro Candito |
Publicis Modem Italy |
Creative Supervisor And Art Director |
Paolo Bartalucci |
Publicis Modem Italy |
Creative Supervisor And Copywriter |
Federica Fragapane |
Publicis Modem Italy |
Account Supervisor |
Mattia Orso Mangano |
Publicis Modem Italy |
Strategic Planner |
Monica Rossi |
Publicis Modem Italy |
Agency Producer |
Luana Strafile |
Publicis Modem Italy |
Agency Producer |
Silvia Brunelli |
Sigma Tau |
Group Product Manager |
Andrea Diliddo |
|
Graphic Designer |
The Brief
Yovis Viaggio was launched to educate the target audience about how underrated a disease such as traveler's diarrhea is. The launch took place during the Christmast holidays, when Italians travel to warm, tropical, and exotic countries.
Make consumers undertand that every holiday can be fantastic, provided you’ve taken the correct precautions. The insight was that a a vacation without precaution is lost.
Creative Execution
Thanks to the buzz generated by our ambient, Yovis Viaggio was immediately linked to the disease/problem.
The link between the traveler and traveler's diarrhea has become indissoluble, establishing a direct relationship with the target that did not exist before.
Describe the creative solution to the brief/objective.
We have created an ambient / live stunt in the toilets of the largest international Italian airport. A trap organized to educate travellers before their departure.
Results
The campaign has been shared around the world through travel, health, and current events blogs. The results were outstanding: + 334% traffic to the website,+ 156% sales, + 35,7% CTR, + 53,5% market share, media impression: 7.000.000.