Tim Promo, Case study TWILIGHT MARATHON by Armosia

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TWILIGHT MARATHON

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

Credits & Description

Category: Best Use of Integrated Media
Advertiser: TELECOM ITALIA SPA
Product/Service: TELECOMUNICATION COMPANY
Agency: ARMOSIA ITALIA
Date of First Appearance: May 27 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 - Www.timcinema.tim.it, - 27 May 2010
Media placement: Billboard - Cinemas Nation Wide - 5 June 2010
Media placement: Press - Cioè, Cioè Test, Cioè Girl, Gossip Girl, Debby, TV Hit, Primissime - 11 June 2010
Media placement: Event - Auditorium Della Conciliazione, Roma - 17 June 2010
Media placement: Spot TV - Sky And Cinemas Circuito Movie Media) - 21 June 2010
Media placement: Spot Radio - RTL 102.5 E M20 - 21 June 2010
Media placement: Outdoor - Nation Wide - 21 June 2010

Insights, Strategy & the Idea
OBJECTIVES:
- To increase the numbers of fans of the Facebook’s TIM Official Page.
- To increase the awareness of TIM amongst the youth.
- To gratify its existing customers.

TARGET: young

Creation of an online contest with a "money cannot buy" prize dedicated exclusively to the Fan of TIM Official Page of Facebook.

Creative Execution
Exploiting the large number of follower of the Twilight Saga, for the realisation of Eclipse, a co marketing campaign has been organized between Telecom Italia and Eagle Pictures.
Through a contest dedicated to the fan of the official page it was possible to win the chance to participate at the Maratona Twilight and to meet the actors, while thanks to a parallel contest on TIM CINEMA two lucky winners were awarded with tickets to the world premiere in Los Angeles.
The numerous activities were communicated with an important media campaign: WEB, TV/Radio Adds, press and outdoor.

Results and Effectiveness
15% fan increase of the TIM Official Page in 20 days of activity
Doubling of TIM Cinema users.
Positive brand perception of TIM.