Product/ServiceTV SHOW
Category C01. Integrated Mobile Campaigns
Entrant HELLO Milan, ITALY
Idea Creation HELLO Milan, ITALY
Production HELLO Milan, ITALY
Name Company Position
Sara De Mattia Hello Business Director
Dario Lo Nardo Hello Creative Director
Nicolò Altizio Hello, Account Director
Gaetano Gitana Hello, Senior Account Executive
Viola Bergamo Hello, Account Executive
Laura Moschella Hello, Creative
Luca Cantavenera Hello, Art Director


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.

List the results

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