GENERTEL: PROTECT YOUR #L1F3

Credits & Description:

Type of entry: Product & Service
Category: Financial Products & Services
Advertiser: GENERTEL, EUROP ASSISTANCE
Product/Service: LIFE PARK - PROTECTION STORE
Agency: M&C SAATCHI Milan, ITALY
Client: GENERTEL, EUROP ASSISTANCE
Product: LIFE PARK - PROTECTION STORE
Entrant: M&C SAATCHI Milan, ITALY
Type of Entry: Product & Service
Category: Financial Products & Services
Entrant Company : M&C SAATCHI Milan, ITALY
Advertising Agency : M&C SAATCHI Milan, ITALY
Production Company : (h) Films Milan, ITALY
Creative Director: Vincenzo Gasbarro (M/C Saatchi)
Creative Director: Luca Scotto Di Carlo (M/C Saatchi)
Deputy Creative Director: Armando Viale (M/C Saatchi)
Deputy Creative Director: Paola Morabito (M/C Saatchi)
Art Director: Luca Fulciniti (M/C Saatchi)
Copywriter: Domenico Greco (M/C Saatchi)
Head Of Planning: Massimo Capucci (M/C Saatchi)
Strategic Planner: John K. Diatto (M/C Saatchi)
Project Leader: Marta Pettenuzzo (M/C Saatchi)
Account Director: Anna De Gaetano (M/C Saatchi)
Account Assistant: Alessia Prestia (M/C Saatchi)
Head Of Production: Elena Galimberti (M/C Saatchi)
Producer: Alessio Sorrisi/Marzia Puma (M/C Saatchi)
Head Of Interactive Development: Stefania Sabbatini (M/C Saatchi)
Ui/Ux Designer: Vincenzo Di Cosmo (M/C Saatchi)
Video Editor: Simone Gottlieb (M/C Saatchi)
Developer: Davide Reppucci/Mauro Piccin (M/C Saatchi)
Production Company: H)films (H)films)
Describe the brief from the client:
LifePark is a concept store born by the joint-venture between insurance companies Genertel and Europ Assistance (Generali Group). First of its kind in the insurance italian industry, the flagship store provides people with an immersive experience based on a simple promise: 'all the possible imaginable protection’.
For its launch, we were asked to develop a visibility campaign (transversal among targets) able to drive the social conversation, stimulating buzz and word of mouth. A launch campaign powerful enough to generate extra media coverage, turning a local store opening into a news.
Promotion Development:
In a country where -on average, regardless to age - 1 mobile phone out of 2 is a smartphone and where almost half of the total population own a social account, we created a field event meant to become a digital one.
A submarine breaks through the pavement hitting a car.
A real submarine top with a hashtag disguised as a serial number that automatically appeared in almost every photos or comments shared on all social networks.
The social echo, along with fake articles published in the local press, worked all day long as additional traffic generator, amplifying the viral effect.
Results:
More than 80,000 eyewitnesses. An outstanding in-store traffic performance with 5,000 people drawn to LifePark that very day. #L1F3 national daily trend topic with 5,000,000 impressions generated on Twitter, more than 200,000 Facebook interactions and 3,000 Instagram photos tagged in few hours. While official videos alone have added up to over 7 million views on YouTube so far.

Almost every national newspapers and lifestyle websites, along with international ones, published articles and photos of the event. #L1F3 campaign shortly became part of the worldwide conversation, turning a local store opening into a global news that reached almost 100,000,000 people.
Relevancy to Product/Service:
Life Park represents a new concept store in a quite traditional industry: insurances, in Italy. A fresh approach in an old market that deserved an innovative medium of communication. So, for its launch, we wanted to revert to the very essence of insurance service itself - our protection - playing on the simplest core insight behind it: in life, anything could happen. A simple thought, staged in the most spectacular way possible in order to activate the most powerful media: people. Thanks to the hashtag #L1F3 we were able to link in real time to our website almost all the buzz generated.