Avio Promo, Case study TWEET INTO SPACE by Enfants Terribles

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Industry Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Italy
Agency Enfants Terribles
Executive Creative Director Mizio Ratti, Riccardo Quartesan
Creative Director Marìka Mangafà
Art Director Marìka Mangafà, Mariachiara Tirinzoni
Copywriter Hilija Russo, Chiara Lazzaroni
Digital Creative Director Roberto Ramaglia
Released February 2012

Credits & Description

Category: Technology and Manufacturing
Advertiser: AVIO
Executive Creative Director: Mizio Ratti (Enfants Terribles)
Executive Creative Director: Riccardo Quartesan (Enfants Terribles)
Strategic Planner Director: Valerio Franco (Enfants Terribles)
Digital Creative Director: Roberto Ramaglia (Enfants Terribles)
Creative Director: Marìka Mangafà (Enfants Terribles)
Creative Director: Hilija Russo (Enfants Terribles)
Web Designer: Roberto Ramaglia (Enfants Terribles)
Web Designer: Antonella Casimirro (Enfants Terribles)
Art Director: Marìka Mangafà (Enfants Terribles)
Art Director: Mariachiara Tirinzoni (Enfants Terribles)
Copywriter: Hilija Russo (Enfants Terribles)
Copywriter: Chiara Lazzaroni (Enfants Terribles)
Project Manager: Laura Giuntoni (Enfants Terribles)
Developer: Lorenzo Viscanti (Mapendo Media)
Media placement: Digital PR - Twitter, Facebook, Web Site And Blog - 01-02-2012
Media placement: Consumer PR - RAI UNO, La Stampa, Panorama, Etc. - 01-02-2012
Media placement: Event - Live Streaming Of Launch From Colleferro HQ (Rome) - 13-02-2012

Summary of the Campaign
13.02.2012: the European Space Agency launches the first Italian carrier into outer space. How do we make Avio known as the main contractor and designer of Vega?

The brand Avio needed to increase its awareness and reputation among the general public.

A social-media strategy centred around twitter was devised with a call to action, inviting users to send their tweets into space, thanks to the Avio Carrier, which will have the 3 most inspiring tweets stuck to its body.

The idea resulted in great participation, wide media coverage and VIP tweets.

Today, Avio has gained a much wider awareness, and the love of the country, not just of some techies.

The Situation
Avio is a leading aerospace brand in Italy. Yet the general public is totally unaware of it.

We needed a fast and impactful way to increase its awareness in a relevant way. Thus we created a digital campaign talking to profiled influencers and leveraging on people's attraction for the space. Twitter was chosen as the main medium in which to do this. It is currently the most talked-about social network, populated by opinion-leaders and influencers, opposite to the mainstreamness of Facebook. Twitter, which utilises at most 140 characters per tweet, was chosen as the fastest delivery-platform and the most promising solution for the brand, to show off our unique idea.

The Goal
To make Avio not just a well-known aerospace brand but also the symbol of Italian craftsmanship and developments in this high-tech industry, during a time of crisis with the overall bad reputation of the country.

The Strategy
The strategy was to make Avio the brand champion of a social media challenge, with a call-to-action for people to join-in and become co-authors of a national achievement.

3 phases set the planning of the campaign:
1. A call to action through twitter, minisites and blogs for people to send their tweets at #tweetnellospazio (tweetintospace);
2. The collection of all tweets into the minisite, tweetnellospazio.it. and the projection of them into the body of Vega, Avio's carrier, and ready them for launch. PR supports at all levels, from digital influencers to VIP and mainstream media channels.
3. Choosing the 3 most inspiring tweets that were stuck to the body of the carrier and then sent into space. PR publicity and conversations in online social media.

Avio opens up to the challenge: send tweets into space. It invited web users to tweet their thoughts with the hashtag, #tweetnellospazio, via a minisite, a blog and the Avio fan page. The 3 most inspiring tweets were launched into space with Vega.

The objective was to generate buzz and word-of-mouth within a very short timeframe: 2 weeks from the campaign start to carrier launch. We expected to get normal people interested and passionate about something very technical and far away from them, like the aerospace industry.

Documented Results
Many celebrities joined the campaign: Ivan Basso, winner of the 'Giro d’Italia' cycling tour; Chiellini, Juventus football team defender; Prandelli, Italian national football team coach.
In just 2 weeks, there were more than 1,000 tweets, more than 500 followers, more than 30,000 visits to the minisite. Blogs, websites, online newspapers and most importantly national TV channel talked about Avio.