Big Picture Management / Ancora In Piedi: L'ITALIANO BALLA MALE

Credits & Description:

Advertiser: BIG PICTURE MANAGEMENT / ANCORA IN PIEDI
Agency: EVENTISI SRL
Category: Best use of Social Media Marketing in a Promotional Campaign
Copywriter: Stefano Zanoni (Freelance)
Art Director: Fabrizio Piccolini (Freelance)

Implementation
We decided to play with the ironic theme of the song (Italians dance badly) asking people to send us videos where they danced badly (UGC).We thought that if people had followed the example of the viral videos, we would have reached the goal to turn users into testimonials of the campaign.Being without a budget, we could not foresee what impact would have on people, but the result was incredible and really above any expectation. Regular people and media loved the initiative, because it was in the same time funny (viral aspect) and serious (fund raising aspect).

Client Brief Or Objective
The goal was to create buzz and promote the song "L'Italiano Balla" (meaning: "Italians dance badly") of the Italian rapper Fabri Fibra. The song was written to raise funds for “Ancora In Piedi –Hip Hop 4 Emilia” (meaning: “Still standing – Hip Hop for Emilia”), a no profit association that tries to rebuild two earthquake-damaged schools in Ferrara (Italy).How could we do that? Creating a smart digital activity without a promotional budget.

Outcome
The song became a summer-hit investing less than 1.000€.- Viral videos have exceeded 1.200.000 Youtube views, giving the starting boost.- Users, without a reward, sent over than 2.000 UGC videos.- The videoclip and the videos generated over 4.000.000 views on the artist's Youtube Channel.- National media like Corriere della Sera, La Gazzetta, LaStampa, Panorama, MTV and the national television channel Rai Uno talked about the project, and media and blogs in the sector did it, too.- Thanks to the Youtube views monetization and the iTunes sales we handed over a check to rebuild the schools.

Relevancy
The creative execution was relevant because we involved people in a fund raising turning fans in testimonials of the activity.So people gave the national visibility to the project and media decided to highlight the activity in radio, tv, press and online.Without a promotional budget we did the song become a summer hit through a funny, simple and smart idea.