Cannes Lions

ITALIAN MADE IN CHINA

LEO BURNETT ITALY, Milan / DISCOVERY CHANNEL / 2016

Presentation Image
Case Film
1 of 0 items

Overview

Entries

Credits

Overview

Description

We chose as a testimonial the singer symbol of “Italianness” , Toto Cutugno and we created a Chinese version of his most famous song in the World: “The Italian” . A worthy tribute to Italy , the Italian song that sold more records Worldwide.

Execution

We made a video in Milan's Chinatown.

In this video we see Toto Cutugno singing a chinese version of “The Italian”.

The video, on May 27, 2015 became the promo of the TV show and was posted on Real Time social pages. In one day the video was reposted on the first page of the website of the most important and influential Italian newspaper, " il Corriere della Sera”, becoming the most viewed video of the Italian web in just one day .

Outcome

The campaign " Italians Made In China " generated in a single day spontaneous PR on the major Italian newspapers and became a viral phenomenon , increasing Real Time Channel and the tv show awarness.

- 5 Million views in one day

- Earned media: 40.5 Million

- Number 1 Trending Topic in Italy

- 9 Million Media impression on the Corriere della Sera’s website only

- + 20% Share in Prime Time

- Real Time, 1° Digital Channel in Prime Time

Similar Campaigns

12 items

The Big Mistake

BRAND PORTAL, Milan

The Big Mistake

2017, DISCOVERY CHANNEL

(opens in a new tab)