| Title | THE MASTERPIECE |
| Brand | FC INTERNAZIONALE MILANO |
| Product/Service | SEASON TICKET CAMPAIGN |
| Category |
D04. Sports: Integrated |
|
Entrant
|
FC INTERNAZIONALE MILANO, ITALY
|
|
Idea Creation
|
ALKEMY Milan, ITALY
|
|
Production
|
LIVEWIRE SPORTS London, UNITED KINGDOM
|
|
Production 2
|
SUD EST 57 Milano, ITALY
|
|
Production 3
|
GARRIGOSA STUDIOS Barcelona, SPAIN
|
|
Production 4
|
THE JACK STUPID Milano, ITALY
|
Credits
| Giorgio Cignoni |
Alkemy digital_enabler |
Executive Creative Director |
| Federico Ghiso |
Alkemy digital_enabler |
Executive Creative Director |
| Jan Mattassi |
Alkemy digital_enabler |
Creative Supervisor |
| Marco Tironi |
Alkemy digital_enabler |
Creative Supervisor |
| Demetrio Chirico |
Alkemy digital_enabler |
Copywriter |
| Mauro Breda |
Alkemy digital_enabler |
Art director |
| Gianluca Gianelli |
Alkemy digital_enabler |
Art director |
| Jacopo Pulcini |
Alkemy digital_enabler |
Account Manager |
| Silvia Galbiati |
Alkemy digital_enabler |
Content Specialist |
| Federico Spagnolo |
Alkemy digital_enabler |
Social Media Manager |
| Federico Magnani |
Alkemy digital_enabler |
Analyst |
| Silvia Spina |
FC Internazionale Milano |
Consumer Marketing Specialist |
| Roberto Monzani |
FC Internazionale Milano |
Head of Digital Content |
| Francesco Fiumi |
FC Internazionale Milano |
Consumer Marketing Manager |
| Roberto Scarpini |
FC Internazionale Milano |
Head of Inter TV |
Why is this work relevant for Entertainment?
A local season ticket campaign that started with a traditional ATL campaign develops with effective executions and ends becoming a part of Italian and foreign popular culture through a massive (and spontaneous) online engagement of football and non-football fans.
Background
On May 20th, 2018, Inter broke the spell that had kept it out of the UEFA Champions League for 7 hellish years. Thanks to a single goal by Matias Vecino at 82’.
It was a masterpiece, after a difficult season.
The brief was to celebrate this success and launch a new season ticket campaign that would drive ticket sales, but also position Inter as an inspiring brand.
Describe the creative idea
The Masterpiece is the depiction of the ecstasy provoked by entering the Champions League, whose starry logo Inter fans can finally see again.
Describe the strategy
Sport clubs already have the attention of their own fans. But to strengthen the establishment of Inter as a global brand, it had to aim at all football fans. The strategy therefore had a dual objective: to sell season tickets and to raise awareness about Inter through the use of exceptional content.
And returning to the Champions League provided a perfect stage to talk out loudly and be heard.
So the strategy aimed at creating a strong sense of community through the experience of an extraordinarily crafted integrated campaign that would give a new cultural gloss to “Interista” culture.
Describe the execution
End of May 2018: Stadium casting, preparatory sketch and shooting
June 15, 2018: Launch of online teaser video and unveiling of the headline “To rebehold the stars”.
June 18: The campaign is aired on billboards and in the press in Milan (Italy).
June 19: A simple Facebok card signals Easter eggs hidden in the ad.
June 20: Wallpaper download site launched
June 29: “Hidden in the Crowd - The secrets of the Masterpiece, part 1” teases people into looking for the 5 fan stories and many Easter eggs hidden in the artwork.
July 15: Part 2 of the documentary navigates all the Easter eggs.
July 31: Tickets are sold out. The campaign is closed one month in advance.
August 10: the “Stars of San Siro” experience takes place.
Describe the outcome
Digital and Static OOH have been seen over 72 M times
Overall Social Media Reach: 13 M
The campaign is closed one month in advance due to tickets being sold out.
Total subscriptions: +33%
Renewals: +24%
New subscriptions: +50%
The sentiment was very positive and enthusiastic and the active involvement of fans in non-football content is an impressive achievement for the club.