Cannes Lions

1 MONTH OF RICCARDO FOR FREE

SAATCHI & SAATCHI, Milan / ENEL / 2013

Presentation Image

Overview

Entries

Credits

Overview

Execution

Idea: 1 MONTH OF RICCARDO FOR FREE.

The only month in which, if you have to say something uncomfortable to someone, the most caustic comedian on Italian television Riccardo Rossi, will do it for you!

We helped thousands of people to finally say what they really thought, letting Riccardo Rossi doing the dirty work.

We made more than 100 short videos and users were able to use and share them with those who deserved them and get it off their chest.

But Riccardo did not stop here and for the most difficult cases he intervened in person...

Outcome

In the month of the opreation, Enel's fanbase more than doubled and the products website increased traffic by 70%.

And more importantly, during the campaign a record was set for the first semester of 2012: the highest number of online subscriptions to Enel's products in two weeks.

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