2020 Brand Experience & Activation

ZEROZEROZERO STORE

Short List
TitleZEROZEROZERO STORE
BrandSKY ITALIA
Category C03. Exhibitions / Installations
Product/ServiceTV SHOW ZEROZEROZERO BASED ON THE BOOK BY ROBERTO SAVIANO
Entrant M&C SAATCHI Milan, ITALY
Idea Creation M&C SAATCHI Milan, ITALY
Production UTOPIA Milan, ITALY
Credits
Name Company Position
Luca Scotto di Carlo M&C SAATCHI Executive Creative Director
Vincenzo Gasbarro M&C SAATCHI Executive Creative Director
Daniele Dionisi M&C SAATCHI Creative Director
Paolo Perrone M&C SAATCHI Creative Director
Sofia Sasso M&C SAATCHI Copywriter
Giulia Trimarchi M&C SAATCHI Art Director
Christian Rosin M&C SAATCHI Digital Designer
Leopoldo Schutz M&C SAATCHI Head of UX/UI Design
Eleonora Guidolin M&C SAATCHI Account
Alessia Serino M&C SAATCHI Digital Producer
Federico Fornasari M&C SAATCHI Production Director
Federico Fornasari Utopia Executive Producer
Lorenzo Alaimo Utopia Producer
Elisa Shvechuck Utopia Production Assistant
Giovanni Iavarone Utopia Director
Piermaria Agostini Utopia Director Of Photography
Francesco De Giorgi Utopia Editor
Simon Gottlieb Utopia Motion Designer
Lorenzo Guagni Utopia Graphic Designer
Luca Ava Utopia Pictures
Claudia Bagordo Utopia Production Designer

Why is this work relevant for Brand Experience & Activation?

ZeroZeroZero is a TV show by Sky Original, based on true facts told in the book by Roberto Saviano, about cocaine trade. To launch it, we created an experience where people were able to dive into its heavy and dark atmosphere, learning how cocaine is delivered all over the globe. The experience led people to know the series and invited them to watch it.

Background

It was time to launch the new Sky Original ZeroZeroZero. A never-seen-before journey into drug traffic. This is a trade that is never silent, never on pause but always on track. Hidden in dark spots but moving, forward and toward a new way to deliver drugs. Mostly, cocaine. Not many people know the reality behind its secrets. In order to launch ZeroZeroZero, the Tv show by Sky Original that unveil the secrets behind the drug trade, we needed to find a disruptive idea.

Describe the creative idea (20% of vote)

ZeroZeroZero unveils how, despite all the investigation, the cocaine trade never stops and keeps traveling all around the globe. Drug dealers always find new ways to deliver cocaine, hiding it in any kind of goods. Even those we use every day. That’s why we opened ZeroZeroZero Store: the first store of goods used to deliver cocaine. ZeroZeroZero Store was a tangible proof of what’s going on everyday around the world, making an invisible business visible for the first time.

Describe the strategy (20% of vote)

For ZeroZeroZero we needed to engage a target between 20 and 65 passionate about Tv shows, documentaries, and love to learn about the way of things. How our world spins and how - even when hidden - it shapes our culture. Sky needed to promote a series in a field already explored by other shows. The challenge was hard, but the final goal was higher: mark its name as a broadcaster where great series and high quality live.

Describe the execution (30% of vote)

For two days, we opened a temporary store in the center of Milan, Italy. People who walked in were able to see and touch the goods, just like in any normal store. But when they wanted to buy the items, they had the reveal: all the goods were means to deliver different weigh of cocaine. The experience continued in an exhibition that showed people how those goods are used every day by drug dealers to hide cocaine and deliver it anywhere. ZeroZeroZero Store was also a fake e-commerce and was launched through a provocative social media campaign. All, to raise awareness and promote ZeroZeroZero.

List the results (30% of vote)

The aim of the campaign wasn’t only about how many people entered and visited the store, but more about the impressions, the knowledge, the trade secrets, and the truth behind it. Overall the campaign gains: 44,818,550 Media impressions 15.600 social media impressions 9.002 online visits in 24h 7.519 store visits in 48h In just two days, a single store has brought awareness to the drug trade problem inviting people to discover more by watching ZeroZeroZero Tv Show.