IT'S MY TIME by Fabrica for United Colors Of Benetton

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IT'S MY TIME

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Industry Retail, Distribution & Rental companies, Business equipment & services, Recruiting, Corporate Image
Media Direct marketing
Market Italy
Agency Fabrica
Executive Creative Director Andy Cameron
Creative Director Erik Ravelo
Art Director Andre Amaral
Designer Joshua Levi, Michela Venturin, Bryce Licht, Giulio Munari
Producer Andy Bell
Photographer Piero Martinello, Ijeoma Okonkwo, Chris Saunders
Released February 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: UNITED COLORS OF BENETTON
Product/Service: RECRUITMENT CAMPAIGN
Agency: FABRICA
Date of First Appearance: Feb 8 2010 12:00AM
Entrant Company: FABRICA, Treviso, ITALY
Entry URL: http://www.fabrica.it/awards/itsmytime/
Executive Creative Director: Andy Cameron (Fabrica)
Creative Director: Erik Ravelo (Fabrica)
Project Leader: Elizabeth Cretney (Fabrica)
Art Director: André Amaral (Fabrica)
Video Director: Lawrence Blankenbyl (Fabrica)
Music Director: Francesco Novara (Fabrica)
Designer: Bryce Licht (Fabrica)
Designer: Giulio Munari (Fabrica)
Designer: Joshua Levi (Fabrica)
Designer: Michela Venturin (Fabrica)
Photographer: Piero Martinello (Fabrica)
Photographer: Chris Saunders (Fabrica)
Photographer: Ijeoma Okonkwo (Fabrica)
Casting Manager: Anna Grassi (Fabrica)
Advertising Director: Bernardo Lecci (Bencom s.r.l)
Project Manager: Federica Roncalli (Fabrica)
AR Designer: Julian Koschwitz (Fabrica)
Interactive Programming: Paulo Barcelos (Fabrica)
Intl. Advertising Manager: Filippo Parisi (Bencom s.r.l)
Web Advertising Manager: Enrico D'Agata (Bencom s.r.l)
Blog editor: Fabrizio Andreella (Bencom s.r.l)
Media Relations Director: Federico Sartor (Bencom s.r.l)
Producer: Andy Bell (Mint Digital)
UI Designer: Tom Harman (Mint Digital)
Visual Designer: Andre Souza (Mint Digital)
Media placement: Campaign Website Launch - Internet - 8 February 2010
Media placement: YouTube Home Takeover Banner - YouTube - 12 February 2010
Media placement: TV Campaign - 2 Spots - MTV (12 Countries) - 12 February 2010
Media placement: Augmented Reality Print Ads - Magazine - 14 February 2010
Media placement: Augmented Reality Displays - Retail - 14 February 2010
Media placement: Campaign 91 Google Adwords - Internet - 8 February 2010
Media placement: Facebook, YouTube, Twitter campaign pages - Internet - 8 February 2010
Media placement: 60” and 15” clip distribution in movie theatre chain in Italy - Movie theatres - 12-26 February 2010
Media placement: Guerrilla marketing in Milan nightlife district - Wall Projections - 26-27 February 2010
Media placement: 15” clip distribution in movie theatres chain in India - Movie theatres - 26 February-14 March 2010

Describe the brief/objective of the direct campaign.
United Colors of Benetton aimed to interact with younger generations crossing its own values – multiculturalism, social responsibility and fashion – with youth’s values all over the world. The final objective was to engage younger audience in a deeper relation with the brand. How? Directly calling younger people in the first place, implementing an integrated campaign able to reach everybody, everywhere in the world. Asking for users’ participation and engagement, encompassing users’ contents and channels and involving them in a global action: selecting – through direct users’ participation and voting - 20 new Benetton’s models for the next 2010/11 Fall/Winter campaign. It’s My Time: the name of the campaign recalls the fact that Benetton is giving voice and room to young people to show themselves to the world.

Explain why the creative execution was relevant to the product or service.
Paramount to the whole integrated campaign has been a global contest to select 20 new Benetton’s models. Starting from February, 8th 2010 the following actions have been taken: WEB LAUNCH On February 8th webcasting.benetton.com website launch along with a banner campaign on benetton.com and a number of major websites, such as YouTube (40 regional channels) and MTV (32 regional channels). The web platform integrates with all major social networks – It’s My Time pages on Facebook, YouTube, Twitter – allowing users to easily link their contents straight from their already existing personal profiles. WEB ADS YouTube homepage campaign in six countries and “promoted video” campaign globally. Google Ads through the global network and a number of selected blogs. Banner campaign on 32 MTV online national channels starting from February 18th. 91 Google AdWords campaing. SOCIAL MEDIA The full integration with all main social networks has allowed a number of users to share their own contents with a huge number of recipients. This has boosted the dissemination of the It’s My Time action, either as a global contest and as a new dialogue place. The It’s My Time blog, integrating original contents both from the campaign editorial team and trendsetting independent bloggers, has animated the conversation with more than 11,000 users’ comments on 190 posts. TV ADS MTV network global campaign: a 15” clip planned over 32 MTV channels in 9 different languages – English, Spanish, French, Portuguese, Japanese, Greek, Hungarian, Korean, Italian – covering the whole MTV network but USA. The campaign has been planned up to March 2nd with an average frequency of 6 spots per day and an overall figure of 1,981. PRINT ADS Augmented Reality print ads campaign starting from February 14th planned over 96 magazines in 40 countries. STREET ACTIONS AND OUTDOOR Street crew actions with 40 video makers in 41 towns: it allowed more than 1,600 users to create their personal profiles on the It’s My Time platform, uploading pictures and videos. Guerrilla marketing was set in Milan with random nightly wall projections in popular venues. Also in Milan Central Station hundreds of displays distributed the clips through hallways and platforms. STORES Distribution of 2 millions postcards with the AR code through 6,000 Benetton stores in 170 countries. Digital installation in 8 flagship stores in leading towns during local fashion weeks: users may participate in the contest and experience the AR contents using postcards and print ads. MOVIE THEATRES The 15” clip has been shown 35,264 times for a period of time through the Italian multiplex movie theatres chain The Space and 1,845 times through Indian multiplex movie theatres chain PVR in February.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
The very objective of this campaign was letting the people – especially younger – communicating to the brand. The use of web and of the social networks (Facebook, You Tube, Twitter) was the key to open to users’ contents and engage a conversation with them. The ease to integrate personal pages on main social networks was the one of the major success factors in this campaign. In fact, the It’s My Time web platform, integrated with its mirrored social networks pages, leveraged all existing attitudes and relations on most successful social media. Although video has been the main promotional channel, It’s My Time web platform has been designed to lower as much as possible participation barriers, allowing users to participate with pictures only and to exchange comments and votes with the others.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In six weeks time the campaign has reached 65,085 participants: 30% teenagers, 50% under 24 from 205 countries). These are all registered users that have uploaded their picture and video contents and have been participating the contest with their votes and comments. All users are regionally and demographically profiled. The overall traffic has generated 3,9 millions of unique visitors and 62 millions of pages views from 205 countries. The integration with Facebook has covered about 25% of the users base: one registered user out of four also signed in It’s My Time Facebook page. The It’s My Time Twitter page has generated a traffic of 360.000 posts. On YouTube, It’s My Time channel have gathered 828,759 hits, 596,506 unique users and 3,5 millions clicks in six weeks. During that period, It’s My Time has been the most viewed You Tube brand channel in Italy, and among top 20 in the world. Street actions have engaged more than 1,600 users to instantly create their own profile. Media relations have generated more than 1,400 – mostly online - editorial issues.