MILLIONS OF MOMENTS - XFACTOR by Saatchi & Saatchi Milan for Enel

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MILLIONS OF MOMENTS - XFACTOR

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Industry Raw Materials & Minerals
Media Promo & PR, Case study
Market Italy
Agency Saatchi & Saatchi Milan
Creative Director Agostino Toscana, Alessandro Garcia, Alessandro Orlandi, Manuel Musilli
Art Director Umberto Bartolini
Copywriter Alice D’Ortoli
Released February 2013

Credits & Description

Advertiser: ENEL
Agency: SAATCHI & SAATCHI
Category: Commercial Public Services incl. Healthcare & Medical
Creative Executive Director: Agostino (Toscana)
Account: Alessandra (Falconi)
Account: Carolina (Cenci)
Creative Director: Agostino (Toscana)
Creative Director: Alessandro (Orlandi)
Creative Director: Manuel (Musilli)
Web Designer: Francesco (Mazzone)
Copywriter: Alice (Scornajenghi)
Account: Giorgia (Buoncristiani)
Developer: Simone (Roca)
Art Director: Umberto (Vita)

Effectiveness
The video has become the most shared video of the official page of X Factor and was the TOP VIDEO on twitter among those with the hashtag # XF6.Millions of people were involved in Enel's birthday and all in a single day of online and with just one pass on TV, thanks to the creativity and the synergy with the planning choices.

Strategy
Enel, the largest power producer in Italy, celebrates 50 years.It’s an historical company and it was important that on December 6th 2012, the day of its birthday, the largest possible number of Italians would talk about it.Enel's birthday coincides with a media event that monopolizes everybody’s attention on TV and in social networks: the X Factor finals.How to overcome this obstacle and be able to stand out?Taking advantage of this opportunity and turning it in our favor.We therefore decided to create a special video: "Always On My Mind" by Elvis, soundtrack of Enel’s corporate campaign, sung by the finalists of X Factor.

Execution
The video went online in a YouTube masthead and in the evening of the final, went on air on TV during the show, reaching more than 12 millions of people, but intercepting a target more than capable of giving it virality and giving them a relevant content.