BLABLACAR CAMIONISTA EDITION
| Title | BLABLACAR CAMIONISTA EDITION |
| Brand | DISCOVERY |
| Product/Service | CAMIONISTI IN TRATTORIA (TV SHOW) |
| Category |
A09. Media / Entertainment |
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Entrant
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WE ARE SOCIAL Milan, ITALY
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Idea Creation
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WE ARE SOCIAL Milan, ITALY
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Idea Creation 2
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WE ARE SOCIAL Milan, ITALY
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Production
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WE ARE SOCIAL Milan, ITALY
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Production 2
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WE ARE SOCIAL Milan, ITALY
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Credits
| Alessandro Sciarpelletti |
We Are Social |
Creative Director |
| Daniele Piazza |
We Are Social |
Creative Production Director |
| Paulo Gonzalez |
We Are Social |
Assoc Creative Director |
| Stefano Cucinotta |
We Are Social |
Creative Supervisor |
| Francesca Marra |
We Are Social |
Creative |
| Alberto Monti |
We Are Social |
Senior Art Director |
| Luigi Muraro |
We Are Social |
Junior Art Director |
| Benedetta Ottonello |
We Are Social |
Senior Account Executive |
| Miguel Lima |
We Are Social |
Senior Account Director |
| Paola Tonetti |
We Are Social |
Senior Account Manager |
| Andrea Grieco |
We Are Social |
Content Specialist |
| Raffaele Alicino |
We Are Social |
Junior Content Specialist |
| Rocco Brandini |
We Are Social |
Junior Content Specialist |
| Jacopo Rossi |
We Are Social |
Writer |
Why is this work relevant for Media?
This project used a media highly used by the target, and hacked it to launch the new Discovery TV show.
We worked on similar contexts of both the media – a social carpooling app – and the TV program and bring the two together in an innovative and original way, to make the show even more relevant to people.
Background
DMAX launches the first season of “Camionisti in Trattoria” (Truckdrivers in Trattorias), a TV show dedicated to what truck drivers do best: driving and spotting the most genuine restaurants of Italy.
Describe the creative idea/insights
In collaboration with BlaBlaCar, the most famous carpooling app in the world, we offered – for the first time ever – an unusual ride in a truck and a special lunch in an Italian trattoria.
Describe the strategy
We partnered with the most used carpooling app in Italy transforming it into an app for trucks for the very first time.
This brought the brand new TV show about truck drivers closer to people and created buzz around the new app's feature.
Describe the execution
Beppe, the most iconic truck driver of the show, invited people to apply on the BlaBlaCar app to be his passenger.
In only two days, more than 800 people applied but only one special person received a trip from Milan to Verona along with an unforgettable lunch.
List the results
+1.2M reach (social)
+ 800 candidates (in 48 hours)
4,67% share (first episode)