Condenast Promo, Case study THE NEW DIMENSION OF INTERNET by Ogilvy & Mather Milan

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Industry Magazines
Media Promo & PR, Case study
Market Italy
Agency Ogilvy & Mather Milan
Director Carlo Tosi
Creative Director Paolo Iabichino
Art Director Marcio Holanda, Lorenzo De Manes
Copywriter Benedetta Marazzi
Client Service Director Silvia Sgarbi
Producer Lorena Padovan, Francesca Dagostino
Account Supervisor Denise Bolandrina
Released January 2011

Credits & Description

Category: Best Use of Special Events and Stunt/Live Advertising
Advertiser: CONDENAST
Product/Service: VANITY FAIR
Date of First Appearance: Jan 10 2011
Entrant Company: OGILVY ACTION, Milan, ITALY
Creative Director: Paolo Iabichino (OgilvyOne)
General Manager: Michael Berger (Ogilvy Interactive)
Client Service Director: Silvia Sgarbi (OgilvyOne)
Account Supervisor: Denise Bolandrina (Ogilvy & Mather)
Copy Writer: Graziano Nani (Ogilvy Interactive)
Art Director: Lorenzo De Manes (OgilvyOne)
Art Director: Marcio Holanda (Ogilvy Interactive)
Producer: Francesca D'Agostino (Ogilvy & Mather)
Producer: Lorena Padovan (Ogilvy & Mather)
Director: Carlo Tosi (Artea Film)
Executive Producer: Matteo Costantini (Artea Film)
VanityFair Director: Luca Dini (Condenast)
Vice President Digital & Technology: Anna Matteo (Condenast)
Copywriter: Benedetta Marazzi (Ogilvy Interactive)
Media placement: 3D Concert - - 10th January 2011

Insights, Strategy & the Idea
The VANITY FAIR magazine has very faithful readers. VANITY FAIR is a privileged and exclusive point of view on the world of the Stars. The client needed to bring that privilege from the paper to the web.

Women with a faithful relationship with the brand that want to have a privileged seat in front of the Stars world.

VANITY FAIR is the tool that allows women to get close to the Stars thanks to his special point of view. We brought this intimate “relationship” from the paper to the web implementing a 3D concert that makes the user even closer to the artist.

An exclusive 3D concert of Gianna Nannini - one of the most important Italian singer, coming back after two years with a new album - is actually a really relevant content for a brand such as VANITY FAIR. And for its readers as well.

Creative Execution
Gianna Nannini, one of the most popular singer in Italy, comes back after two years with an unplugged 3D concert launching for the first time her new inedited album. Exclusively on the website.

The concert was communicated through the most Condènast titles, main Italian newspapers and the VANITY FAIR Facebook page. The main message on the advertising campaign invited the readers to buy the VANITY FAIR magazine one week before the event. Attached to the magazine the 3D glasses to be able to watch the exclusive event.

Results and Effectiveness
Watched by more than 10.000 people the VANITY FAIR promotion was very successful both on client and consumer pov. VANITY FAIR web readers showed their enthusiasm for the initiative through the Facebook fan page. The clients still continue with the “Exclusive events by” with more and more exclusive concerts with international pop stars.