Title	BARILLA - THE ROOFTOP MATCH
Brand	BARILLA
Product/Service	PASTA BARILLA
Category	D01. Social Video
Entrant	WE ARE SOCIAL Milan, ITALY
Idea Creation	WE ARE SOCIAL Milan, ITALY
Production	BRW FILMLAND Milan, ITALY
Post Production	BRW FILMLAND Milan, ITALY

Name	Company	Position
Alessandro Sciarpelletti	We Are Social	Executive Creative Director
Daniele Piazza	We are social	Executive Creative Production Director
Andrea Fumagalli	We Are Social	Associate Creative Director
Stefano Cucinotta	We Are Social	Associate Creative Director
Daria Paraboni	We Are Social	Senior Art Director
Laura Venuti	We Are Social	Senior Creative
Alice Martinucci	We Are Social	Art Director
Giuseppe Schiavone	We Are Social	Senior Editor
Sandro Amabili	We Are Social	Group Account Director
Luca Di Palma	We Are Social	Account Director
Ginevra Locatelli	We Are Social	Account Manager
Francesco Pierucci	We Are Social	Writer
Alessia Savino	We Are Social	Account Executive
Luca Orlando	BRW Filmland	Executive Producer
Beppe Tufarulo	BRW Filmland	Director

Background

Barilla asked us to involve Federer, its historical testimonial, in a post lockdown campaign, to have good visibility and give a positive message to Italy and to the world. In April 2020, the viral video of two young Italian girls playing tennis from their rooftops during Covid-19 lockdown became a universal symbol of passion and resilience. Carola and Vittoria are also major fans of Barilla’s brand ambassador Roger Federer.

Describe the strategy

Launch Hero video on Barilla global channels IG tv + YT + TW + FB Posting on Roger Federer channels (RT of Barilla + video natively on IGTV + share in IG stories) Posting on ambassadors’ channels (Coco Gauff and ATP, both on TW and FB) Start ADV campaign on YT Posting Behind The Scene video

Describe the execution

The candid camera was organized in Finale Ligure, right on the roofs on which the girls had played during the lockdown. Thanks to the complicity of their parents, the surprise was kept until the end, and those who only see their real reactions, which went around the world. The full version of the video was published on 31 July on all Barilla channels, on those of Roger Feder and other ambassadors (Coco Gauff, ATP). On 3 August the ADV campaign on YT with retargeting started. The next day we also posted in Behind the scenes on Instagram. The newspapers and news broadcasts around the world repeated the news in the following two months.

List the results

RESULTS: Total Reach: 1.6 Billion (1.612.335.840) Total Readership (print): 1.3 Million (1.361.905) Total Video Views: 35 Millions on all channels 138k interactions The campaign was extremely viral and well received worldwide, being perceived as a huge communication success and “the best commercial of 2020 so far”. The Rooftop Match campaign recorded a reach of ~65 Mln on social media*, of which 45 Mln earned (-3% vs The Party campaign) and a potential audience of 573 Mln, mostly driven by the great audience reception of the video, which was widely shared and commented on. In addition, the campaign generated a total 34 Mln video The vast majority of comments had a positive sentiment (87%) with the campaign eliciting an emotional reaction in the audience. People praised the beautiful story shared by Barilla (explicitly mentioning the brand more than 270 times), and the brand’s ability to make dreams come true.