Brand Experience and Activation > Use of Promo & Activation
FASTLINE
M&C SAATCHI, Milan / FASTWEB / 2013
Awards:
Overview
Credits
Overview
ClientBriefOrObjective
The operation was aimed at generating visibility especially in Milan where the optical fiber connection is widely available (and, for the first time, now supplied also by competitors, but with a slower line) and at engaging Italian social media users/influencers around Fastweb brand positioning: a 'faster broadband line'.
To do that, we decided to provide people with a tangible proof of what superior connection speed means and, in order to be visible and oppose competitors’ massive traditional advertising, we made it loud and unexpected.
The campaign targeted both existing clients and prospects.
Implementation
We wanted people to talk about the brand. We wanted to generate word of mouth and, to this end, we needed to surprise people and give them brand contents to share.
Turning a Milan underground line station into a Tokyo one, gave us the chance to show people the effect of a “faster line” with a spectacular and unexpected execution.
Live entertainment with stunts and actors, portrait installations, promo gadgets, Japanese billboard with QR code linked translation and real Facebook check in @Tokyo: the whole event has been designed in order to encourage and facilitate sharing.
Outcome
A huge success in terms of media generated and consumer engagement:
1.900.000 impressions on Facebook.
1.500.000 impressions on Twitter.
50.000 unique visits on immaginapuoi.it (website hub).
400.000 views on YouTube.
Almost 3.500 check-in @ Tokyo in 12 hours.
#fastline and #moscova local Twitter trending topics.
2.000 Photos shared on Instagram and Facebook during the event.
18.400 event attendants (+8% vs normal daily traffic through underground station).
And Business:
Traffic in the Milan Flagship store increased 1500% on the day of the event (+ 200% sales) and was up 10% in all Fastweb stores during the week.
Relevancy
To make Fastweb superior speed tangible and relevant, we went back to the very essence of the web. Then we asked ourselves: what’s the use of the internet?
In the end, it’s all about reaching every single point on the earth in a few seconds. Then, a better line allows you to do it just faster.
We literally brought this idea to life. We took an 'everyday line', an underground line, and we turned it into a 'Fastweb line', bringing thousands of people to the other side of the Earth in one stop time interval. “Is your line that fast?”
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