Media World operazione Mondiali Brasile 2014 – E TU QUANTO CI CREDI?
BRIEF: Media World, il mega store di elettronica, lancia un concorso per i Mondiali Brasile 2014 rivolto ai tifosi, da comunicare su più media.
Dinamica concorso
A) Non credi nella vittoria dell’Italia? Ricevi subito il 10% di buono sconto su un acquisto.
B) Credi nell’Italia? Scommetti su ogni partita e puoi arrivare a vincere fino al 200% del valore dell’acquisto. La percentuale di sconto aumenta a ogni passaggio dell’Italia al turno di qualificazione successivo.
IDEA: si mettono a confronto i diversi gradi di tifoseria. Si può credere nella vittoria dell’Italia al 10%, al 50% o al 200%, in ogni caso con Media Word si accede a una vincita.
La creatività ricrea l’atmosfera da tifo pre-partita e si declina su 3 soggetti: “sciarpa”, “bandiera” e “vuvuzela”.
NAMING: “E tu quanto ci credi?”
TARGET: uomini e tifosi dai 20 anni in su.
TOV: allegro, ironico ed empatico.
TARGET: uomini e tifosi dai 20 anni in su.
TOV: allegro, ironico ed empatico.
BRIEF: Media World is an electronics mega store. Today it activates a new contest for football fans during the 2014 World Cup in Brasil.
Contest dynamics
A) Do you not believe in the success of Italy? Get immediately a 10% off coupon on a purchase.
B) Do you believe in the success of Italy? Bet on each mach and you get to win up to 200% of your purchases' value. The discount percentage increases depending on the access of Italy to next qualifying rounds.
Contest dynamics
A) Do you not believe in the success of Italy? Get immediately a 10% off coupon on a purchase.
B) Do you believe in the success of Italy? Bet on each mach and you get to win up to 200% of your purchases' value. The discount percentage increases depending on the access of Italy to next qualifying rounds.
IDEA: we compare the different degrees of supporters. You can believe in the success of Italy at 10%, 50% or 200%, in each case you can always win something with Media World.
Creativity recreates the atmosphere of pre-game cheering and it develops in 3 subjects: "scarf", "flag" and "vuvuzela".
NAMING: “And how much do you believe in it?”
TARGET: men and football fans from 20 years of age.
TOV: funny, ironic and empathic.
TOV: funny, ironic and empathic.
CREATIVE TEAM
Art Director: Ania Bartoli
Copywriter: Ida Mandolini e Alberto Pascazio
Creative directors: Matteo Airoldi, Federico Bonriposi, Paola Naldi e Stefano Tumiatti.
Agency: Cayenne
Production: Movie Magic International
Director: Sebastian Hedin
Head of Planning: Davide Della Pedrina
Music: “Here we go” di Ferdinando Arnò - Quiet Please, Milano
First tv campaign 30' sec
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Storyboard
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Second tv campaign 30' sec
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Storyboard
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Third tv campaign 30' sec
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Storyboard
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Backstage
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Masthead Youtube
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