Cannes Lions

FOOD & BEVERAGES

MOMENTUM ITALIA, Milan / BACARDI / 2009

Overview

Entries

Credits

Overview

Execution

The campaign began at the end of August with the landing of a 3 meters Tiki totem at Cinque Terre’s beach (west coast), and an overnight gigantic sand sculpture of the same statue on the east coast. Continuing on the same creative tone, a Fijian canoe, with a Fijian brand ambassador, sailed on Milan, Turin and Venice’s canals meanwhile the Tiki totem was taken on tour throughout Italy, to promote the website URL at our target’s favorite hangouts. To extend the visibility of our activities, all of them were filmed and loaded on YouTube and other user generated content websites, obtaining 100,000 views circa, so far. Finally, with the help of our PR agency, we developed ad-hoc activities to be shown on national news channels and newspapers, among which an ambush attack in front of Milan’s airport whilst SKYTG24 was reporting on a recent strike of Alitalia pilots.

Outcome

The campaign was a big success. The 3 meters Tiki landed on the beach generated such a big interest that the teaser video uploaded on YouTube has been the most viewed of the month in the category Travels and Events during the first week of activity. News about the landing appeared on the homepages of the most influent Italian online newspapers for two days, generating about 4 million daily contacts each day. Even if there was no budget for an ATL campaign, the product appeared on national TV channel Italia1 and on national radio station RDS. Not only, about 35000 consumers were directly contacted during the 441 events all over Italy, for a total of more than 8000 drinks. The success of our campaign reflected itself on Martini’s objectives: Italy has been the only European country to reach them.

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