Ministero Dell Economia Edelle Finanze/comuato Euro-eurodesk Promo, Case study PARASITES by Saatchi & Saatchi Milan

PARASITES

Pin to Collection
Add a note
Industry Government & Other Authorities
Media Promo & PR, Case study
Market Italy
Agency Saatchi & Saatchi Milan
Creative Director Agostino Toscana, Alessandro Orlandi
Art Director Ignazio Morello
Copywriter Lorenzo Terragna
Released August 2011

Credits & Description

Category: Best Use of Media Relations
Advertiser: AGENZIA DELLE ENTRATE - MINISTERO DELL'ECONOMIA E DELLE FINANZE
Product/Service: TAX EVASION
Agency: SAATCHI & SAATCHI
Executive Creative Director: Agostino Toscana (Saatchi & Saatchi)
Creative Director: Agostino Toscana (Saatchi & Saatchi)
Creative Director: Alessandro Orlandi (Saatchi & Saatchi)
Art Director: Ignazio Morello (Saatchi & Saatchi)
Copywriter: Lorenzo Terragna (Saatchi & Saatchi)
Editor/Post Production: Fulvio Rossetti (Saatchi & Saatchi)
Media placement: Press Release - TV (RaiDue TG2, Mediaset Canale 5 TG5, Sky TG24, RaiTre TG3, La7 TG, Canale 5 Matrix); - 8 August 2011
Media placement: Press Release - Radio (Radio 24, Radio Rai1 Baobab, Radio Rai3) - 8 August 2011
Media placement: Press Release - Dailynews (Il Sole 24 Ore, Il Corriere Della Sera, Italia Oggi, La Repubblica, Il Messaggero) - 8 August 2011
Media placement: Press Release - Dailynews (Libero, Il Tempo, Il Riformista, Il Fatto Quotidiano, L'Unità, Il Mattino, Il Secolo XIX) - 8 August 2011
Media placement: Press Release - Dailynews (Herald Tribune, Financial Times, Il Giornale, L'Adige, Provincia Di Como) - 8 August 2011
Media placement: Press Release - Weekly & Monthly Magazines (Donna Moderna, Prima Comunicazione, Corriere Della Sera Economia) - 8 August 2011
Media placement: Press Release - Weekly & Monthly Magazines (Vanity Fair, Corriere Della Sera Sette, Oggi) - 8 August 2011
Summary of the Campaign
Italy is the country with the highest tax evasion rate in Europe. Around 120 billion euros are missing every year from state coffers. These are resources that are stolen from services to citizens. Despite this, tax evaders are still regarded as smart.
The campaign goal was to change the perception of tax evaders, from smart people eluding the system to parasites that live at the expense of society. To do this we needed help from the media. Only through massive media coverage the term "parasite" could enter Italians’ everyday vocabulary and mind.
The problem was the budget: just 20,000 €, including production. This is why we chose a communication style quite different to the one usually used by the Presidency of the Council of Ministers: a provocative controversial spot that would not seek consensus but try to spur debate.
Right from the first days on air, the film sparked a heated debate on national and international newspapers, TV, social media and radio. The protagonist of the campaign rose to fame in the news. People recognized him and stopped him in the streets and, thanks to some prompt PR, the media began to call him "expert on tax evasion." The campaign also produced an unexpected number of parodies on YouTube and satire blogs.
Over a short amount of time, in a climate of economic crisis, our idea captured the attention of the media and Italians have started calling tax evaders with their real name: parasites.
The Situation
Italy is the country with the highest tax evasion rate in Europe. Around 120 billion euros are missing every year from state coffers. These are resources that are stolen from services to citizens. Despite this, tax evaders are still regarded as smart.
The Goal
The goal of the campaign was to change the perception of tax evaders, from smart people eluding the system to parasites living at the expense of society, worsening the economic situation and the tax burden for everyone else. Hence a major ambitious cultural change!
To do so we involved public and media in a debate on tax evaders to make the term "parasite" enter everyday vocabulary.
The campaign target were those taxpayers involved in small daily acts of tax evasion: people who don’t ask for receipts, work illegally or work without invoicing. Practically all Italians.
The Strategy
With only two weeks of planning and a budget of 20,000 €, including production, we wanted and had to make as much noise as possible. Research revealed that because of the crisis, Italians were ready to change their opinion of tax evaders. Thus it was a favourable moment in which to convey the message that those who evade taxes are stealing from everyone. For this we used a tone of voice that is quite different from the one usually used by the Presidency of the Council of Ministers. We wanted to be provocative so we made a movie with some controversial element, not to seek consensus, but to spur debate.
Execution
Right from the first days on air the film sparked a heated debate on national and international newspapers, on TV, social media and radio. The protagonist of the campaign rose to fame in the news. At that point we decided to exploit his fame and we did it by making him a real "character", promoting his willingness to expose himself in the media. The result is that he was immediately invited to talk shows and interviewed by newspapers, gaining more free media space for the campaign.
The campaign was also used to make parodies and satirical cartoons and has become a topic of debate on social media. We helped fuel this debate raising points for discussion at appropriate times. Although the spot had been planned for only two weeks, it continued to air until early 2012, even after the change of government.
Documented Results
The film and the debate that followed helped change the minds of the Italians, creating a widespread moral condemnation against tax evaders. Within a few weeks, Italians have started calling tax evaders with their real name: parasites. This term for tax evaders and the campaign as whole are continuing to support the actions of the new Monti government, as term is often referred to in press conferences and public statements by the ministers of the government.
The cultural impact has been dramatic, especially for everyday language. The term "parasite" was on the front pages of all newspapers and TV news making the value of free media space gained in the first month of on-air campaign in conjunction with the worsening of the Italian economic situation incomparably greater than the price paid for the normal media planning.