END CREDITS by Euro Rscg Milan for Ferrarelle Spa Mineral Water

END CREDITS

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Industry Water, Business equipment & services, Corporate Image
Media Promo & PR
Market Italy
Agency Euro Rscg Milan
Director Internal Team
Creative Director Erick Loi, Dario Villa, Giovanni Porro
Art Director Diego Campana - Luca Ghilino
Copywriter Vincenzo Garzillo
Account Supervisor Susanna Amati
Released October 2009

Credits & Description

Category: Sponsorship or Partnership Campaigns
Advertiser: FERRARELLE
Product/Service: SPARKLING WATER
Agency: EURO RSCG MILANO
Date of First Appearance: Oct 12 2009 12:00AM
Entrant Company: EURO RSCG MILANO, ITALY
Executive Creative Director: Giovanni Porro (Euro Rscg Milano)
Creative Director: Erick Loi (Euro Rscg Milano)
Creative Director: Dario Villa (Euro Rscg Milano)
Art Director: Luca Ghilino (Euro Rscg Milano)
Copywriter: Vincenzo Garzillo (Euro Rscg Milano)
Account Supervisor: Susanna Amati (Euro Rscg Milano)
TV Producer: Richard Ronan (Euro Rscg Milano)
Director: Internal Team (Euro Rscg Milano)
Media placement: Internet - News Letter, You Tube. Site Ferrarelle - 12 October 2009

Describe the objective of the promotion.
The spot went on air on the web and was sent to Ferrarelle’s newsletter during the International Film Festival of Rome, in order to communicate to cinema buffs that Ferrarelle was the Festival’s official water and to invite people to Ferrarelle’s bar at the Festival. Creative idea: the particulars on the label of Ferrarelle water appear on the screen one after the other just like the credits at the end of a film. In fact, Ferrarelle gives you the excitement of the cinema.

Describe how the promotion developed from concept to implementation
The concept was: Ferrarelle gives you the excitement of the cinema. So, the particulars on the label was “translated” into the language of cinema. The spot was sent to a selected kind of people, smart and unconventional, that already belonged to Ferrarelle’s newsletter.

Describe the success of the promotion with both client and consumer including some quantifiable results
The spot was sent to 30.000 members of Ferrarelle's newsletter, with positive redemption.

Explain why the method of promotion was most relevant to the product or service
Ferrarelle wanted to shoot a selected kind of people, particularly smart and unconventional. Exactly the kind of people that, in Italy, surf the web and subscribe unconventional newsletters like Ferrarelle’s one.