In Italy the branded entertainment is growing slowly.

Only the braver brands invest on online branded entertainment. Despite that, the latest surveys show that branded entertainment is perceived deeper (30%), more interactive (29%) and closer to the consumer (12%).

Source: Osservatorio Branded Entertainment, January 2014

On his steps, we created our integrated campaign:

- he made a call to action video for the contest

- he made the Smartphone Photography Tips (10 videos in which he taught us how to shoot great photos with a smartphone)

- he chose the 10 life-reporters amongst the entries

- he made a hang-out live on YouTube to brief the life-reporters

- he chose the 30 best lifeframes for the exhibition

- he himself took a lot of lifeframes

- he opened the exhibition surrounded by a crowd of over 1,000 people.

- MORE THAN 11,000 PEOPLE ENJOYED THE EXHIBITION IN ONLY 3 WEEKS

- 4,234 CONTEST PARTECIPANTS IN LESS THAN 3 WEEKS

- SPONTANEOUS BRAND AWARNESS REACHED +20%

- 47 ARTICLES ON NATIONAL PRESS ON THE FIRST DAY

- 2,545,963 IMPRESSIONS ON ONLINE PRESS IN THE FIRST 48 HOURS