| Title | DOWNLOADED WITH #FASTWEB |
| Brand | FASTWEB |
| Product/Service | TLC |
| Category |
A05. USE OF AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
M&C SAATCHI Milan, ITALY
|
|
Advertising Agency
|
M&C SAATCHI Milan, ITALY
|
Credits
| Luca Scotto Di Carlo/Vincenzo Gasbarro |
M/C Saatchi |
Creative Director |
| Massimo Capucci |
M/C Saatchi |
Head Of Planning |
| Silvio Meazza |
M/C Saatchi |
Interactive Partner |
| Armando Viale/Matteo Grandese/Valerio Lemoli |
M/C Saatchi |
Deputy Creative Director |
| Dario Marongiu |
M/C Saatchi |
Art Director |
| Eleonora Villari |
M/C Saatchi |
Copywriter |
| Marta Pettenuzzo |
M/C Saatchi |
Project Leader |
| Chiara Magnaghi |
M/C Saatchi |
Account |
| Elena Galimberti |
M/C Saatchi |
Head Of Production |
| Stefania Sabbatini |
M/C Saatchi |
Head Of Interactive Development |
| Davide Reppucci/Ilaria Marrano/Luca Spagnolo |
M/C Saatchi |
Interactive Team |
| Edoardo Lugari |
|
Director |
| Marcello Dapporto |
|
Dop Lighting Cameraman |
Results and Effectiveness
A huge success in terms of media generated and consumer engagement:
Full media coverage on national news
More than 1.500.000 Social Impressions in 1 day
+182% Reached Facebook unique users
+486% Facebook post interaction in less than 24 hours
+322% Twitter follower in less than 24 hours
#fastweb, #napoli, #fastdownload local Twitter trending topics
+750% web conversation
+55% positive sentiment on web conversation
Creative Execution
We literally brought the idea of a “faster download” creating the fastest instant ambient campaign ever.
July 8th, 2014: Brazil experiences the greatest tragedy in its sport history: a 1-7 home defeat at the World-Cup against Germany. That very night the web went crazy and millions of images of Christ the Redeemer were downloaded, becoming memes which ironically invited the Brazil icons to leave the country away from the shame.
July 9th, 2014: A faithful reproduction of the statue - 20 meters tall and 20 tons weight - appears in Naples with the tag “Downloaded with #Fastweb” along with a carousel-style carioca and television crews, musicians and capoeira.
An event mirrored on web in real time (with photos, videos, info graphics) and designed to be shared, where the “#fastweb" turned the installation into a media. Viral spinoffs, Facebook pages Twitter profiles amplified the social echo.
Insights, Strategy and the Idea
The operation was aimed at generating visibility and engage italian social media users/influencers around Fastweb brand positioning: a “faster broadband line”.
To do that, we decided to provide people with a tangible proof of what superior connection speed means and, in order to be visible and oppose competitors’ massive traditional advertising, we made it loud and unexpected.
The insight we played on was simple. We went back to the very essence of the web and we asked ourselves: what’s the use of the internet?
A better Internet line allows you to download, send, any file, anywhere in a few seconds. Even the heaviest files. So, that’s what we did. In “real” world.