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Industry Transport, travel & tourism
Media Promo & PR, Case study
Market Italy
Agency ERMES
Released October 2009

Credits & Description

Category: Best Use of Social Media Marketing
Agency: ERMES
Date of First Appearance: Oct 16 2009 12:00AM
Entrant Company: ERMES, Milan, ITALY
Entry URL:
Film Director & Concept: Cristina Ghiani (Ermes)
Partnership & Media Relations Management: Maurizio Goetz (Ermes)
Account & Project Management: Andrea Sgaravatti (Naturando)
Concept: Davide Scalisi (Ermes)
Concept: Umberto di Maria (Ermes)
Art Direction: Rosa Verrone (
Video-Brief production: Matteo Masserani (Monkie Talkie)
Account: Federica Borio (Adam)
Music Composer & Sound Designer: Mauro Ciullo (Ermes)
Media placement: web - video brief - - 16/10/2009
Media placement: web - video brief - - 16/10/2009
Media placement: web - video brief - - 16/10/2009

Results and Effectiveness
We obtained 385 mentions on online magazines, and on various blogs. By typing the Italian words 'Turismo Responsabile' (Responsible Tourism) on YouTube our video brief is the first result. 200 people entered the competition, 38 videos uploaded, 23 partners supported our project. Today more than 200 tour operators and 34,000 travellers are part of our community and who keep on sharing our values on the social network Mondial Assistance is grateful for the success we obtained with this campaign that brought to light its commitment to Corporate Social Responsibility.

Creative Execution
From Cool to Good is the first Collaborative Social Campaign on Responsible Tourism that works by way of a video contest. Travellers had to produce a video to communicate their idea of Responsible Tourism, starting from: • the landing page with an emotive video brief, created in motion graphics: • a web platform where they could upload their videos and where users could vote for their favourite video - We created a network of partners who offered nine prizes for the winners and who most effectively communicated our project. We created a jury, we involved two famous Italian universities and we participated in specialised and creative fairs. We promoted this video contest through social media, web, radio and press campaigns.

Insights, Strategy & the Idea
In the strategic field of the CORPORATE SOCIAL RESPONSIBILITY campaign of our client, we wanted to inform and to train travellers on the principles of sustainable tourism by spreading the values and the best practices of it. Our aim is to find a new language, created by our users, to communicate as far as possible the importance of being a conscientious traveller. The target: 1. Travellers: interested in and aware of responsible tourism. They will be the future ambassadors for the project of change and for the development of a new sensitivity. 2. Video makers: motivated to explore new ways of communication and innovative video productions to be spread on Social Networks 3. Partners: those that help us carrying out this project over time and transforming tourism culture.