| Title | #SEANDIAMOINFINALE |
| Brand | JUVENTUS FOOTBALL CLUB |
| Product/Service | JUVENTUS AS A MEDIA BRAND |
| Category |
C02. Use of Social in a PR campaign |
|
Entrant Company
|
WE ARE SOCIAL Milan, ITALY
|
|
Advertising Agency
|
WE ARE SOCIAL Milan, ITALY
|
Credits
| Jacopo |
Pulcini |
Senior Account Executive |
| Stefano |
Vogna |
Account Manager |
| Gabriele |
Cucinella |
Managing Director |
| Ottavio |
Nava |
Managing Director |
| Stefano |
Maggi |
Managing Director |
| Gabriele |
Caeti |
Creative supervisor |
| Daniele |
Piazza |
Design Director |
| Stefano |
Cucinotta |
Senior Creative |
| Andrea |
Fumagalli |
Senior Art Director |
| Marco |
Bertoletti |
Junior Designer |
| Stefano |
Perazzo |
Editor |
The Campaign
After a 12 year absence, Juventus was back in the Champions League semi-final.
How to exploit this event in terms of social media results and international visibility of Juventus and its sponsors?
We
We made asked simple question to our social community:
WHAT ARE YOU WILLING TO DO IF JUVENTUS REACHES THE FINAL?
Many vows were taken.
Then, the team made its part: Juventus reached the final, and lots of fans kept their promises.
But we chose one: Nicolò De Marchi.
We challenged him to embark on his long walk from Turin to Berlin for real.
A 9 day, 1.100km journey that turned him into a real social media hero
The Brief
We wanted to exploit this event in terms of social media results and international visibility of Juventus and its sponsors and also involving the community of Juventus, trough the person of Nicolò, setting it as a main protagonist of the moment.
Execution
We made a simple question to our community: what would you be willing to do if Juventus reached the final? Many crazy vows were made by the fans.
Then, the team made its part, Juventus has reached the Final (Juventus-Barcellona 6/6/15 Berlin). So we ask fans to keep their promises , including Nicolò De Marchi a fan who promised to walk from Turin to Berlin. We challenged Nicolò De Marchi to do it for real: a long walk to Berlin with the help of Jeep and Samsung. A meaningful trip to see the long awaited final
We generate a potential audience of 850.000.000 through internet, social media and ATL channel.
The activity has been mentioned by the most important media, from the world of the sport and not. BBC, ESPN, SKYSPORTS and many more.
220.000.000 impressions on twitter
22.000 supporting tweets
4.000 vows made
2.000.000 video views on Facebook and Youtube
The Strategy
Developing a digital activity, with the goal to generate media visibility involving the community of Juventus, trough the person of Nicolò, setting it as a main protagonist of the moment.