Fastweb Case study FASTLINE by M&C Saatchi Milan

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FASTLINE

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Industry Internet Service Providers
Media Case study
Market Italy
Agency M&C Saatchi Milan
Director Edoardo Lugari
Creative Director Luca Scotto Di Carlo, Giampietro Vigorelli, Vincenzo Gasbarro - Salvatore Urso
Art Director Dario Marongiu, Domenico Stragapede, Luca Fulciniti
Copywriter Elisa Binda
Producer Michela Braganti, Alessio Sorrisi
Strategic Planner Massimo Capucci
Released May 2013

Awards

Cannes Lions 2013
Media Lions Use of Media; Best Use of Special Events and Stunt/Live Advertising Bronze
Promo and Activation Lions Use of Promo & Activation; Best Use of Experiential Marketing in a Promotional Campaign Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: FASTWEB
Product/Service: INTERNET - OPTICAL FIBER
Agency: M&C SAATCHI Milan, ITALY
Creative Director: Vincenzo Gasbarro (M&C Saatchi)
Creative Director: Luca Scotto Di Carlo (M&C Saatchi)
Interactive Partner: Silvio Meazza (M&C Saatchi)
Deputy Creative Director: Paola Morabito (M&C Saatchi)
Strategic Planner: Massimo Capucci (M&C Saatchi)
Project Leader: Marta Pettenuzzo (M&C Saatchi)
Project Leader: Marco Serrao (M&C Saatchi)
Art Director: Dario Marongiu (M&C Saatchi)
Art Director: Domenico Stragapede (M&C Saatchi)
Copywriter: Elisa Binda (M&C Saatchi)
Art Director: Luca Fulciniti (M&C Saatchi)
Head Of Interactive Development: Stefania Sabbatini (M&C Saatchi)
Developer: Davide Reppucci (M&C Saatchi)
Producer: Alessio Sorrisi (M/C Saatchi)
Producer: Michela Braganti (M&C Saatchi)
Staging: (Artout Lab)
Production: ((H)films)
Director: Edoardo Lugari ()
Media Partner: (Igp Decaux)
Digital Public Relations: (Ambito5)

Results and Effectiveness

A huge success in terms of media generated and consumer engagement:
1.900.000 impressions on Facebook
1.500.000 impressions on Twitter
50.000 unique visits on immaginapuoi.it (website hub)
400.000 views on Youtube
Almost 3.500 check-in @ Tokyo in 12 hours.
#fastline and #moscova local Twitter trending topics
2.000 Photos shared on Instagram and Facebook during the event
18.400 event attendants (+8% vs normal daily traffic through underground station)
And Business:
Traffic in the Milan Flagship store increased 1500% on the day of the event (+ 200% sales) and was up 10% in all Fastweb stores during the week.

Creative Execution

“Is your line that fast?”
We literally brought the idea of a “faster line” to life, using a physical media to let people getting a tangible proof of an intangible benefit.
We took an “everyday line”, an underground line, and we turned it into a “Fastweb line”, bringing thousands of people to the other side of the Earth in one stop time interval.
Overnight we completely transformed a Milan underground station into a Tokyo one, using adhesives and dimensional structures, screens, speakers and more than 100 actors.
Everything has been designed in order to encourage and facilitate sharing.
Real check in on Facebook at Tokyo. An entire billboard domination in japanese with QR code for instant translation and sharing.
Moreover, whole event was mirrored on web and social platforms in real time, with photos, videos, infographics, available also on mobile for all the attendants.

Insights, Strategy and the Idea

The operation was aimed at generating visibility especially in Milan where the optical fiber connection is widely available (and, for the first time, now supplied also by competitors, but with a slower line) and engage Italian social media users/influencers around Fastweb brand positioning: a “faster broadband line”.
To do that, we decided to provide people with a tangible proof of what superior connection speed means and, in order to be visible and oppose competitors’ massive traditional advertising, we made it loud and unexpected.
The insight we played on was simple. We went back to the very essence of the web and we asked ourselves: what’s the use of the internet?
In the end, it’s all about reaching every single point on the earth in a few seconds. Then, a better line allows you to do it just faster.
That’s exactly what we did, in real life.