Title | CELEBRITY HUNTED |
Brand | AMAZON PRIME VIDEO |
Product/Service | TV SHOW |
Category |
B03. Talent: Digital & Social |
Entrant
|
HELLO Milan, ITALY
|
Idea Creation
|
HELLO Milan, ITALY
|
Production
|
HELLO Milan, ITALY
|
Credits
Sara De Mattia |
Hello |
Business Director |
Dario Lo Nardo |
Hello |
Creative Director |
Nicolò Altizio |
Hello, |
Account Director |
Gabriele Naia |
Hello, |
Strategy Director |
Luca Cantavenera |
Hello, |
Art Director |
Laura Moschella |
Hello, |
Copywriter |
Gaetano Gitana |
Hello, |
Senior Account Executive |
Viola Bergamo |
Hello, |
Account Executive |
Giorgio Nasti |
Hello, |
Editor |
Why is this work relevant for Entertainment?
In the age of social presenteeism and with 8 Italian VIP as protagonists of the show we had to launch, we could have simply flooded people's feed with promotional content.
We did something else instead: we made these 8 VIP disappear from socials. And for a bunch of days we broke the internet.
Creating entertainment way beyond the show.
Background
SITUATION
80% of Italian people don't even know what Amazon Prime Video is and as a consequence they're not interested in its shows.
BRIEF
Powerfully launch Celebrity Hunted - Caccia all’uomo, the first reality spy show produced by Amazon Original in Italy, where 8 Italian VIP must stay in incognito and avoid detection from the Hunters for 14 days.
OBJECTIVES
Raise awareness on the show and, by doing so, on the platform.
Describe the creative idea
The rules and the plot of the show brought into real life.
Describe the strategy
Since people don't watch Prime Video, and actually don't know what it is, we decided do bring it into real life, so to make people encountering the protagonists of the show, live certain situations first-person and finally understand how exciting it can be.
Describe the execution
We made the protagonist disappear from social media for 14 days and started the manhunt everywhere.
From Rome to the Sanremo music Festival passing inside the Ariston theatre to announce the show's arrival on PrimeVideo in Italy.
Describe the outcome
Celebrity Hunted launch was "the most watched Prime Video Original launch ever."*
11.7M views during the social premiere
600 k interactions
5,6 K mentions
social teaser content 7 M views
* Source: Head of social media & editorial content - Amazon Prime Video