Impresa Semplice Promo, Case study MASCHI CONTRO FEMMINE by Armosia

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MASCHI CONTRO FEMMINE

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Industry Telecommunications Services, Corporate Communication
Media Promo & PR, Case study
Market Italy
Agency Armosia
Released October 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: IMPRESA SEMPLICE
Product/Service: BUSINESS SERVICE PROVIDER
Agency: ARMOSIA ITALIA
Date of First Appearance: Oct 11 2010
Entrant Company: ARMOSIA ITALIA, Rome, ITALY
COO: Francesco Romeres (Armosia italia)
Product Placement Management: Dania Appolloni (Armosia Italia)
Media placement: Product Placement - Movie:Maschi Contro Femmine - 26 October 2010
Media placement: Outdoor - Nation Wide - 11 October 2010
Media placement: Web Campaign - Impresa Semplice Official Page Of Facebook, Www.Ivid.it, Www.mymovies.it, Www.libero.it - 18 October 2010
Media placement: Event- VIP Premier - Auditorium Della Conciliazione, Roma - 26 October 2010

Insights, Strategy & the Idea

OBJECTIVE:
The aim of Impresa Semplice, a business service provider, was to increase the brand awareness and to create a direct link with its potential clients by transmitting them its identity and values.

TARGET: managers of small and medium firms.

INSIGHT THAT SHAPED THE IDEA:
The movie Maschi contro Femmine was perfect for the realization of a very strong product placement, perfect script-perfect target, and gave us the chance to develop a wide co-marketing campaign.

Creative Execution
The campaign started with a product placement project. Some of the protagonists work for the marketing department of Impresa Semplice, it is there that they meet; they argue; they follow in love, making the office an integral part of the story. The product placement has been the starting point for a wide co-marketing campaign which included 3d billboard outdoor, a branded flash game that was placed on Impresa Semplice’s Facebook Page and a VIP sponsored premiere in the heart of Rome.

Results and Effectiveness
Over 13 million euros at the box office.
Great brand integration and excellent logo visibility.
Over 20% increase of the fan of Impresa Semplice’ s facebook Page In 19 days of activity.