13.02.2012: the European Space Agency launches the first Italian carrier into outer space. How do we make Avio known as the main contractor and designer of Vega?The brand Avio needed to increase its awareness and reputation among the general public.A social-media strategy centred around twitter was devised with a call to action, inviting users to send their tweets into space, thanks to the Avio Carrier, which will have the 3 most inspiring tweets stuck to its body.The idea resulted in great participation, wide media coverage and VIP tweets.Today, Avio has gained a much wider awareness, and the love of the country, not just of some techies.

Avio opens up to the challenge: send tweets into space. It invited web users to tweet their thoughts with the hashtag, #tweetnellospazio, via a minisite, a blog and the Avio fan page. The 3 most inspiring tweets were launched into space with Vega.The objective was to generate buzz and word-of-mouth within a very short timeframe: 2 weeks from the campaign start to carrier launch. We expected to get normal people interested and passionate about something very technical and far away from them, like the aerospace industry.

Many celebrities joined the campaign: Ivan Basso, winner of the 'Giro d’Italia' cycling tour; Chiellini, Juventus football team defender; Prandelli, Italian national football team coach.In just 2 weeks, there were more than 1,000 tweets, more than 500 followers, more than 30,000 visits to the minisite. Blogs, websites, online newspapers and most importantly national TV channel talked about Avio.