| Title | #MISSIONEMONNALISA |
| Brand | CITROËN ITALIA |
| Product/Service | RANGE CITROËN C3 |
| Category |
B09. Celebrity Endorsement |
|
Entrant
|
HAVAS MILAN, ITALY
|
|
Idea Creation
|
HAVAS MEDIA Milan, ITALY
|
Credits
| Giovanni Porro |
Havas Milan |
Executive Creative Director |
| Selmi Bali Barissever |
Havas Milan |
Creative Director |
| Lorenzo Crespi |
Havas Milan |
Creative Director |
| Michele Sartori |
Havas Milan |
Art Director |
| Anita Rocca |
Havas Milan |
Copywriter |
| Micol Piovosi |
Havas Milan |
Junior Copywriter |
| Sara Poltronieri |
Havas Milan |
Tv Producer |
| Mirco Pugliese |
Havas Milan |
Junior Tv Producer |
| Manfredi Calabrò |
Havas Milan |
Client Services Director |
| Giancarlo Pagani |
Havas Milan |
Account |
| Andrea Cesana |
Havas Milan |
Account |
| Lucia Ferrazzano |
Havas Milan |
Social Media Manager |
| Sara Lattuada |
Havas Milan |
Social Media Manager |
| Production Company |
Basement |
Production |
| Federico Cambria |
Freelance |
Director |
| Francesco Crespi |
Basement |
Executive Producer |
| Alessandro Dominici |
Freelance |
Director of Photography |
The Campaign
We invented a C3 ‘Mona Lisa’ special edition and used it as a starting point to create a story: the return of the Mona Lisa to Italy. We then chose the most suitable endorser for such a mission: Vittorio Sgarbi. A renowned Italian art critic also known as a major, playboy, irreverent TV star and SNS phenomenon. Our endorser posted regular updates on his journey on the social networks until the final disclosure: the retrieved ‘Mona Lisa’ was in fact the C3 ‘Mona Lisa’ special edition.
Execution
We realized 4 videos, each telling a stage of the endorser’s trip: from the mission statement to the actual journey, until the final goal.
The videos were posted on the endorsers’ social network profiles over a 6 days time span and immediately caused a remarkable buzz on both social networks (with thousands reposts and comments) and national media.
This is how the return of the Mona Lisa to Italy became, in less than a week, one of the most popular news on a national scale.
During the campaign the hashtag #missionemonnalisa was one of the most clicked over social networks in Italy and it was even used by other brands for their SNS communication.
The news spread spontaneously on Facebook, with over 1.1 million interactions by its users, reaching 23 millions people in total.
It landed on the main national newspapers, TV news and radios.
The results work out at 1.2 million € of free media space.
Lastly, the public’s contacts with the brand have increased by 500%.
The Situation
Our creative idea was to provide a striking news which, being launched by a suitable endorser, would automatically catch the media’s attention and therefore spread all over the nation.
The Strategy
The challenge was to draw the public’s attention back to a car intended for a wide range of consumers. In order to reach such goal we created a story, that of the return of the Mona Lisa to Italy, which would spread everywhere starting from the social networks, in order to reach every section of the population. This was made possible thanks to a controversial, but very popular endorser. It was only when the story had reached its attention and engagement peak that the brand intervened, taking such attention over.