| Title | ORIGINALE, NATURALMENTE |
| Brand | CHIQUITA |
| Product/Service | BANANA CHIQUITA |
| Category |
D02. Sports: Live Experience |
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Entrant
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BITMAMA REPLY Turin, ITALY
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Idea Creation
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BITMAMA REPLY Turin, ITALY
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Production
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BITMAMA REPLY Turin, ITALY
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Credits
| Nicola Gotti |
Bitmama Reply |
Executive Creative Director |
| Erika Mameli |
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Creative Director |
| Elena Loro |
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Social Media Strategist |
| Mattia Bulagna |
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Senior Art Director |
| Matteo Tassone |
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Head of Strategy |
| Claudia Pardo |
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Junior Art Director |
| Chiara Taddei |
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Copywriter |
| Fabio Colacino |
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Account Manager |
| Assunta Ciampa |
Bitmama Reply |
Account Director |
Why is this work relevant for Entertainment?
Chiquita Most original player has taken eSport entertainment to a higher level, involving people in an active way during the PG Nationals of League of Legends, the biggest Italian eSports tournament on Twitch.
Background
Chiquita is the world’s most popular banana in the world and Italy is the first country for brand awareness. We launched a new positioning in Italy: "originale, naturalmente” to allow the Brand to get a grip on new/younger generations. This payoff confirms the leadership of the brand, but opens opportunities in much more ambitious creative territory. "Originale" is the out-of-the-box spirit of Chiquita, it is a hymn to the creativity that resides in each one of us. “Naturalmente” is a spontaneous attitude, an invitation to be ourselves.
Describe the creative idea
Every year, during the PG Nationals League of Legends, the most passionate game supporters elect the Most Valuable Player (MVP). Thanks to Chiquita, for the first time in 2020, fans have elected the Most Original Player (MOP), the player who has shown the most originality during the tournament.
Describe the strategy
To let Chiquita’s “Originale naturalmente” new positioning become real, a new “naturally original” occasion for communication needed to be found. Chiquita became the protagonist of a never-explored-before territory by the brand: eSport world.
Describe the execution
The first award dedicated to those who play the game in the most original and creative way during the biggest eSports tournament of League of Legends, in Italy.
The following activities for 8 weeks took place on Chiquita and PG National social/digital touchpoints: voting for the most original play of the week through the social media, videos including CTAs that encourage voting during the tournament broadcasts, final voting during the playoffs, final MOP election, celebration with both a custom video and a Chiquita MOP trophy during the tournament finals.
Describe the outcome
This new original activation had excellent results: 7.5 MIO impressions on Twitch, more than 50 MIO impressions on other social media. The word “Chiquita” was spontaneously used by fans as a synonym of "originality" on the tournament chat.