BARILLA - THE ROOFTOP MATCH
| Title | BARILLA - THE ROOFTOP MATCH |
| Brand | BARILLA |
| Product/Service | PASTA BARILLA |
| Category |
E04. Real-time Response |
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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
|
|
PR
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HILL+KNOWLTON STRATEGIES Milan, ITALY
|
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Production
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BRW FILMLAND Milan, ITALY
|
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Post Production
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BRW FILMLAND Milan, ITALY
|
Credits
| 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 (Carola and Vittoria) 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 Scenes" video.
Describe the execution
The candid camera was organized in Finale Ligure, right on the same rooftops on which the girls had played during the lockdown. Thanks to the complicity of their parents, the surprise was kept until the end, and their genuine reactions went famous all around the world.
The full version of the video was published on July 31st on all Barilla channels, on Roger Federer channels and other ambassadors (Coco Gauff, ATP). On August 3rd the ADV campaign on YT with retargeting started. The next day we also posted a “Behind the scenes” on Instagram. The newspapers and news broadcasts around the world picked up the news in the following two months.
List the 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 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 and the brand’s ability to make dreams come true. Main international news outlets explicitly mentioning the brand: 290.