A multilevel Communication Campaign: 1: presenting the shoe benefits to the football players.

2: presenting the shoe values (innovation, design, uniqueness) to the general audience.

3: beyond the product, its 'FreeFromLaces' essence touches the social sphere (tone of voice of bottom-up movements).TOOLS:Night/Day Guerrilla: coloured laces, ecologic stencils and stickers;PR events:Territorial Events: the Lotto FreeVillage, a 400 sqm entertainment area with activities like the “Paratutto”, a robot goalkeeper that is near-enough impossible to score against. The Lotto FreeVillage roadshow touched many cities and was also present at the Heineken Jammin’ Festival (>150,000 visitors).

Advertising:Web: Lotto created the FreeFromLaces movement that, through the web, proposes ideas for pondering on social, cultural or physical ties.

RESULTS:- more than 10,000 pairs of Zhero Gravity tested during the events by potential customers that entered their personal data in the Lotto database.- more than 200,000 people visited the Lotto Free Village during the tour.- more than 350,000 Zhero Gravity web pages seen in the first two months.- 80,000 coloured laces gifted to potential customers during the guerrilla activities and the events.- extensive media coverage from the product to the guerrilla activities and the Free From Laces movement.