| Title | THE VALENTINE'S REVENGE |
| Brand | SUBITO.IT |
| Product/Service | E-COMMERCE |
| Category |
F02. Low Budget / High Impact Campaign |
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Entrant
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SUBITO.IT Milano, ITALY
|
|
Idea Creation
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SUBITO.IT Milano, ITALY
|
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Production
|
SUBITO.IT Milano, ITALY
|
Credits
| Andrea Stanich |
Bcube |
Executive Creative Director |
| Arturo Dodaro |
Bcube |
Creative Director |
| Marie Poumeyrol |
BCube |
Art Director |
| Ilaria Cormio |
Bcube |
Art Director |
| Andrea Masciullo |
Bcube |
Copywriter |
| Federica Nanni |
Bcube |
Head of Social Media |
| Elisa Fiorentini |
Bcube |
Social media manager |
| Piera Colasante |
Bcube |
Account Manager |
| Arianna Dellera |
Subito.it |
Brand Manager |
| Erica Bigi |
Subito.it |
Head of consumer marketing |
| Alberto Gottardo |
Somewhere studio |
Director |
| Simone Mozi Birolini |
Somewhere studio |
Editor |
| Marta Guggiari |
Somewhere studio |
Executive Producer |
The Campaign
We found that divorces grew by 57% since 2014 in Italy. We found also that 45% of Italians betray the partners. So, what a better day than Valentine's Day to tell a story?
So, on Valentine's Day, we published a funny film made entirely with stock royalty free videos on social media platforms. It was about a love story gone wrong. A love story made of boxes, toothbrushes and annoying little dogs. And in the end we revealed the way to get the sweetest revenge on the exes: to sell all their stuff on Subito, the leader second-hand marketplace in Italy.
The Brief
Overall budget: 7.900 €
Breakdown of costs:
Paid media budget: 3.500 €
Production budget: 4.400 €
Campaign Success
Implementation: a film on social media.
Timeline: we published the film nearby St Valentine’s day and sponsored it for two days.
Placement: Facebook, YouTube, Twitter.
Scale: 3.500€ in media investment.
Describe the success of the promotion with both client and consumer including some quantifiable results
Business impact: more than 21.000 ads on Subito in two days compared to 2016.
Response rate: 28,66%
Impressions: 3.500.000 views
Interactions: 7.000
Change in behaviour: 135.000 click out
Consumer awareness: 2.441.806
Explain why the method of promotion was most relevant to the product or service
Subito is the leader second-hand marketplace in Italy.
And our work “Valentine’s Revenge” tells people to sell their exes’ stuff instead of throwing it away or burning it.
We launched our message on Valentine’s Day, when the anger for a love story gone wrong is stronger. And we redirected the viewers directly on the selling page of Subito’s website.
Target audience: Italian males and females, 25-45 years old. Italy.
Approach: We choose to use an ironic tone of voice to speak to our users emotions about love.
The aim: to invite them to sell their exes’ stuff on Subito.