Rcs Promo PINK SIDE OF LIFE by Momentum Milan, Mrm Milan

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Industry Newspapers
Media Promo & PR
Market Italy
Agency Momentum Milan
Art Director Antonella Lenci
Copywriter Paola Orlandini, Andrea Piovesana
Strategic Planner Niccolo Magnani
Agency Mrm Milan
Art Director Giuliano Bellini
Released November 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Date of First Appearance: Dec 1 2009 12:00AM
Entrant Company: MOMENTUM ITALIA, Milan, ITALY
Entry URL: http://www.gazzetta.it/tuttoilrosadellavita/
Account Manager: Martina Troni (Momentum Italia)
Director of Events: Ivano Romano (Momentum Italia)
Art Director: Antonella Lenci (Momentum Italia)
Copywriter: Andrea Piovesana (Momentum Italia)
Director of the Event: Gianlorenzo Mortgat (Freelance)
Set Designer: Francesco Pagliariccio (Freelance)
Choreographer: Nikos Lagusakos (Freelance)
Senior Project Manager: Ester Pampari (MRM Worldwide)
Executive Art Director: Alex Brunori (MRM Worldwide)
Art Director: Giuliano Bellini (MRM Worldwide)
Strategic Planner: Niccolo Magnani (MRM Worldwide)
Copywriter: Paola Orlandini (MRM Worldwide)
Flash and Web Designer: Milush Manimendra (MRM Worldwide)
Media placement: URL - Online URL - 1 December 2009
Media placement: On-Site Event - Superstudio - 2 December 2009
Media placement: Print Campaign - Varies Magazines in Milan - November - December 2009

Describe the objective of the promotion.
La Gazzetta dello Sport, the largest sport newspaper in Italy, took the brand beyond just being a newspaper, but a cool, young paper that’s always on the move and not only on the sports field. In 2009, Gazzetta undertook a shift in its brand positioning. The new logo, representing a pink “open globe” revealing new contents, allowed Gazzetta to create a synergy between the ATL campaign, temporary store, a B2B event and activities to communicate the claim “Tutto il rosa della Vita.” Objective of the brief was to develop a neutral project on three cities (Turin, Milan and Rome) during November-December 2009.

Describe how the promotion developed from concept to implementation
Communicating the Brand and revealing the contents of the Gazzetta World. Mechanic: 1. DIGITAL : Facebook page, banners 2. ADV: print campaign, bill-postings 3. FIELD: 3.1 Temporary Shop in Piazza San Carlo, Milan 3.2 Territorial Activities and Dynamic Marketing - Porta Venezia and Stazione Centrale dressed in pink lights - Pink Christmas tree - Tram decorated with contents of the Gazzetta World 4. B2B Event: dedicated to the top spenders, held at Superstudio più in Milan. Six-hundred people watched the opening of an 11-meters diameter pink world where dancers performed in the Gazzetta areas.

Describe the success of the promotion with both client and consumer including some quantifiable results
Event: 700 guests divided between clients and media centers employees. The interactive show was spectacular. The technology area was appreciated, due to the augmented reality technology giving participants the possibility of seeing the Gazzetta world in 3d projected on the palm of their hands. Temporary: 300.000 visitors in two weeks during Christmas time. Estimated entrances are of around 80 thousand visitors in 20 days of activity. Visibility on the national headings. Territorial activities: efficient and emotional city-dressing. Web: impactful sponsorhip positions on websites (portals and social network) Impression : 58.751.266; 129.701 users landed on website. Emotional landing page.

Explain why the method of promotion was most relevant to the product or service
The brand promotion method through a big event, an outstanding temporary and a fresh advertising campaign, was the most efficient scheme in order to reach the target as well as the objectives of the client. In a difficult year, we wanted to offer our target the possibility to come into contact with the brand insight through engaging entertainment. With the B2B campaign we pampered the guests, with the activities on the territory we immersed the consumers into the Gazzetta spirit. Promotion, both B2B and consumer, physical and digital, gave us a two-month campaign to convey a new brand position, its evolution, its strength and its impact.