A REASON FOR SANREMO by CAROSELLO LAB for DIVERSAMENTEOCCUPATI.IT

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A REASON FOR SANREMO

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Industry Public awareness
Media Promo & PR, Case study
Market Italy
Agency CAROSELLO LAB
Creative Director Jorg Riommi, Arturo Vittorioso, Daniela Nedelschi
Art Director Enrico Caputo
Copywriter Arnaldo Funaro
Released February 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: DIVERSAMENTEOCCUPATI.IT
Product/Service: TEMPORARY WORKERS
Agency: CAROSELLO LAB
Date of First Appearance: Feb 2 2010 12:00AM
Entrant Company: CAROSELLO LAB, Rome, ITALY
Entry URL: http://unmotivopersanremo.wordpress.com
Creative Director: Arturo Vittorioso (CaroselloLab)
Copywriter: Arnaldo Funaro (CaroselloLab)
Web Designer: Massimiliano Lupo (CaroselloLab)
Art Director: Enrico Caputo (CaroselloLab)
Media placement: Online Campaign - Website - Wordpress - 02 Feb 2010

Results and Effectiveness
Interviews online (repubblica.it: 2,141,000 users - lastampa.it: 265,000) and offline newspapers (D-news free press: daily sales 500,000 copies - IlSole24Ore: daily sales 178,000, Panorama: weekly sales 75,666 copies). Interviews on national radio stations (R101, audience: 1,965,000 people - Radio2: 3,389,000). TV news report on the third national channel (Tg3): 2,545,000 people. Guest on the ‘Domenica-In’ show, on the second national TV channel (RAI2): 4,052,000 people. Guest on the after festival TV show on Sky Channel in Sanremo. There, live broadcast of a head-to-head debate on workers’ problems with Pierluigi Bersani, leader of the main opposition party: Partito Democratico.

Creative Execution
We decided to fight the exploitation of atypical jobs by using the Sanremo music festival as a platform to reach out to the public. On the website unmotivopersnaremo.wordpress.com you can listen and download a rap song against atypical jobs. Through a specific link you can send an email to RAI, the national TV station that organises the event, to vote for the song to take part in the festival. After people sent hundreds of emails, blogs, newspaper, radio stations and TV channels have started talking about the operation, inviting the client and giving him a lot of chances to speak about workers’ situation.

Insights, Strategy & the Idea
To increase people’s awareness of the temporary workers’ situation. Target audience: temporary workers or unemployed. Many of them are fans of the client's blog. For the first time since 2003, temporary workers and the unemployed have found a way to be heard from a great audience. The client, used as a free vehicle by the target audience, increased its blog contacts. At the same time the target audience found a free way to throw light on his condition.