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

Credits & Description:

Advertiser: BIG PICTURE MANAGEMENT / ANCORA IN PIEDI (NO PROFIT ORGANIZATION)
Agency: EVENTISI SRL
Category: Best Use of Digital Media
Art Director: Fabrizio Piccolini (Freelance)
Copywriter: Stefano Zanoni (Freelance)

Effectiveness
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 Rai1 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.

Strategy
- Aim was to generate buzz and promote the new track of the rapper Fabri Fibra “L’italiano Balla” (meaning: "Italians dance badly"), which was written to raise funds for the no profit association “ Ancora in Piedi – Hip Hop 4 Emilia”, which contributes to the reconstruction of two schools that were damaged in the earthquake of May 2012. The project started without a promotional budget.- The target was regular people: the artist's fanbase and the mainstream public.- The insight was turning users into testimonials of the campaign, stimulating UGC videos, becoming a viral operation and receiving the media attention. - Users found very entertaining this initiative, which was, in the same time, funny (viral aspect) and serious (fund raising aspect). This was a great free media exposure for Fabri Fibra and a relevant way to raise funds for the no profit association.

Execution
In the first step Facebook was used to launch them to the audience.Then, we opened a Tab on Youtube where the users could directly post and upload their own UGC videos and we asked to the fanbase to tweet them in Twitter using the hashtag #Balla.In the second step we defined a digital PR editorial plan, and we used the artist's Twitter and Facebook pages to highlight the UGC funniest and more creative videos. So users, gratified by this social reward, continued to share and post their UGC clips.Regular people became the testimonals of the initiative and blogs, newspaper and tv channels talked about the project.To show appreciation to the fans we opened the mini-site www.ioballomale.com “the worst digital dancefloor in the world”, to collect the funniest videos among those we received and those we found on the web.