Tim Promo, Case study IPTV TELECOM ITALIA-TRON by Armosia

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

Credits & Description

Category: Best Use of Other Digital Media
Product/Service: TV VIA ADSL
Date of First Appearance: Dec 20 2010
Entrant Company: ARMOSIA ITALIA, Rome, ITALY
Communication Director: Vito Bello (Armosia italia)
Marketing Director: Giuseppe Portoricco (Armosia Italia)
COO: Francesco Romeres (Armosia Italia)
Media placement: Web Campaign - IPTV Di TIM,mymovies.it,multiplayer.it,movieplayer.it,studenti.it,ivid.it,divertimento.it,msn.com - 20 December 2010
Media placement: Outdoor - Nation Wide - 20 December 2010
Media placement: Spot Radio - RTL 102.5 And M20 - 26 December 2010
Media placement: Street Promotion - Milan And Rome - 4-6 Gennuary 2011

Insights, Strategy & the Idea
To increase the awareness of IPTV website, the tv via ADSL of Telecom Italia

Target and insight that shaped the Idea:
Been the IPTV a relatively new way to watch TV which attracts technology lovers and internet users we wanted to find new tools to interact with the client.

Creative Execution
It has been realized as an important and innovative campaign which took advantage of the emotional impact of the movie Tron Legacy, sequel to the 80’s cult movie TRON, and the use of new tools of interaction with the client. For the IPTV website was created a dedicated microsite where, thanks to the augmented reality, it was possible to see some exclusive contents and to race in 3d with the motorbike of the movie. A spot radio, billboards and banner were all created at support of the campaign. The entire campaign was tied to a contest that gave users the possibility of winning an exclusive trip to San Francisco.

Results and Effectiveness
In 10 days of activity there have been around 8,000 participants in the contest and the game.