| Title | #ILGIOCORICOMINCIA |
| Brand | SKY ITALIA |
| Product/Service | MOTOGP SEASON LAUNCH |
| Category |
C01. Live Brand Experience |
|
Entrant
|
INTEGER Milan, ITALY
|
|
Idea Creation
|
INTEGER Milan, ITALY
|
|
Production
|
INTEGER Milan, ITALY
|
Credits
| Nicola Lampugnani |
Integer |
Chief Creative Officer |
| Mirco Pagano |
Integer |
Creative Director |
| Andrea Pinca |
Integer |
Copywriter |
| Alessandro Ceporina |
Integer |
Art Director |
| Giulio Pierrottet |
Integer |
Art Director |
| Danila Cericco |
Integer |
Graphic Designer |
| Gianluca Cappiello |
Integer |
Account Director |
| Matteo Piagno |
Integer |
Account Manager |
| Patrizia Bellotti |
Integer |
Account Executive |
| Barbara Trivella |
Integer |
Executive Producer |
| Stefano Marchetti |
Integer |
Production Manager |
| Fabio Bellifemine |
Integer |
Producer |
| Antonello Filosa |
Integer |
Production Manager |
| Silvia Congiu |
Integer |
Art Buyer |
The Campaign
The creative idea was to create a box with all the pieces of the Sky Racing Team VR|46 motorbike to assemble together with the fans. So we set up a big mysterious box able to contain all the pieces of the new motorbike. Spectators were able to feel part of the Sky Racing Team VR|46 team by "entering" the box and filling the role of the pilot. Later, we asked the crowd to take part in the assembly of the motorbike which was live streamed on Sky and Sky Racing Team VR|46 social networks in order to engage fans online.
Creative Execution
On March 17th, a giant closed box was displayed indicating only Sky Racing Team VR|46 and #ilGiocoRicomincia (translation: #theGameRestarts) at San Carlo square in Milan.
Its presence was announced with a teaser campaign on social media.
On March 18th, the box was opened revealing the new Sky Racing Team VR|46 motorbike dismantled in singular pieces as if it was a toy model. There was only one space left empty: the one of a pilot that allowed spectators to enter into the box and fill the role of their favourite champion on two wheels.
On March 19th, Sky Racing Team VR|46 engineers came from Qatar to assemble the motorbike with the help of fans and spectators, while the event was streamed live on Facebook.
1400 photos taken in the first 2 days of the event.
The event became also a video promoted on the web with these results:
124k views in one week;
47 million impressions;
5 million social audience;
+ 4000 fans on Sky Racing Team VR|46 Facebook page.
On Facebook and Instagram, the event and its related posts gained:
222,354 views;
44.927 likes.
#ilGiocoRicomincia (translation: #theGameRestarts) was an event set up in Milan that directly involved MotoGP enthusiasts. First, inviting them to play the role of a MotoGP pilot and then actively participating in the assembly of the Sky Racing Team VR|46 motorbike with the help of two official mechanics from Valentino Rossi’s crew.
In order to engage the fans online, the event was live streamed on Sky Racing Team VR|46 and Sky Facebook pages.
We promoted the event with a teaser campaign (print and banners on main sportive websites) inviting people to go to San Carlo square in order to discover what's new for the upcoming season. Talents from Sky's network got involved with the aim of creating buzz around the event and the mysterious Sky Racing Team VR|46 box thanks to the videos and photos posted on Facebook and Instagram. The assembly of the motorbike has been live streamed on Sky and Sky Racing Team VR|46 official social networks.