ACQUA LETE #COROACORE

TitleACQUA LETE #COROACORE
BrandACQUA LETE
Product/ServicePARTNERSHIP NAPOLI CALCIO
Category B03. Social Content for User Engagement
Entrant WUNDERMAN THOMPSON Milan, ITALY
Idea Creation WUNDERMAN THOMPSON Milan, ITALY
Production HOGARTH WORLDWIDE ITALY Milan, ITALY
Credits
Name Company Position
Lorenzo Crespi Wunderman Thompson Italy Chief Creative Director
Marco Rocca Wunderman Thompson Italy Creative Director
Alessandro Polia Wunderman Thompson Italy Creative Director
Marianna Ingenito Wunderman Thompson Italy Junior Art Director
Paola Cecere Wunderman Thompson Italy Junior Copy Writer
Carlo Scarpati Wunderman Thompson Italy Digital Copywriter

Background

Due to the pandemic, the stadiums that hosts football games have been closed for over a year in Italy and all around the world. This has meant that the fans were unable to make their favourite team hear their voice and warmth. Acqua Lete, Main Sponsor of SSC Napoli, has decided to bring all the support of the Neapolitan fans back to the Diego Armando Maradona, one of the hottest stadiums in the world.

Describe the creative idea

With silent cities, the stadiums on mute and the world that seemed to have turned the audio off, we wondered where all the noises, the music and the enthusiasm of the people went. The answer to this question was Tik Tok. So we decided to bring back all the passion of the supporters, their enthusiasm, their voices and their faces at the stadium, to support their team.

Describe the strategy

.We worked on Napoli supporters and on a platform where music and songs are crucial. To call to the action the supporters we used their idols, Napoli footballers. At tik tok Platform, we have chosen to use one of the most recent functions, the Duet.

Describe the execution

After writing an original choir that tells the passion of the supporters lived at the distance, the Brand made the Napoli players sing it. After that, the choir landed on Tik Tok, where the supporters were invited to sing along with their football idols, using the Duet function. Lots of supporters sang the choir and shared their video alongside with everybody else’s, recreating a real stadium atmosphere, end to end. On match day, and for all the match days of the championship, the voices and faces of the fans accompanied the team again after more than a year of silence, from the Diego Armando Maradona giant screen and the stadium speakers.

List the results

Growth 22,7 mln impression 7,52 mln unique users 549,3 mln video views - record Tik Tok Italia