Pershing: YACHT ART

Credits & Description:

Advertiser: PERSHING
Agency: TBWA\ITALIA
Category: Internet Film Series
Executive Account: Carla Galvan (Integer/Milan)
Art Director: Francesco Guerrera (TBWA/Milan)
Executive Creative Director: Francesco Guerrera (TBWA/Milan)
Art Director: Francesco Pedrazzini (TBWA/Milan)
Director: Gianluca Catania (Trees Home)
Cdp: First Floor Under (First Floor Under)
Creative Director: Hugo Gallardo (TBWA/Milan)
Executive Creative Director: Nicola Lampugnani (TBWA/Milan)
Client Service Director: Barbara Trivella (Integer/Milan)
Producer: Federico Fornasari (Industrial Strange)
Art Director: Hugo Gallardo (TBWA/Milan)
Photography/Post Production: Lsd (Lsd)
Copywriter: Nicola Lampugnani (TBWA/Milan)
Copywriter: Valentina Barone (TBWA/Milan)

Outcome
To reach the goals of awareness and visibility we chose to use the Pershing as a media.It was enough to fill the canister of the Pershing 82 with engine to have the event go live.In this was we have attracted the attention of the target and of journalists.The exhibition, at the Salone Nautico Genova,was a space where to emphasize the results of the performance: 4 art pieces.With a budget of 50.000euros we're able to obtain visibility through the world and in all sectors.We spoke to our target and not only.We have an increase of 20%the construction visits of possible buyers.

Implementation
The answer was:Yacht Art.In other words,the first form of art that uses a brush of 5 millions euros to write on water.The public event has allowed to present to a broad audience and expand the awareness outside the direct purchasing target.This visibility result was accompanied bythe increase ofthe visibility in the construction site.Specifically,an increase by20% of all possible buyers.Thanks to the show created for the Salone Nautico Genova,we have in fact,created an extra appointment ad hoc for our core target.We have surprised them.Conquered the target and brought it to the construction site where it was possible to drive a Pershing.

Relevancy
The creative solution has lead to concrete results as, for the first time, a new yacht was launched without the use of conventional communication tools. We did not use any ordinary newspaper. We have chosen to invent a new creative solution for contents and for channels. This has allowed us to have, first of all the attention of the audience and then their approval. We have developed a significant message for the product and for the brand. Credible. trenchant. Innovative. Our idea has left a mark, travelling around the world because it had the engine travelling at 36 nods.

Client Brief Or Objective
After lots of thinking and sketching, Pershing is ready to launch the new P82'. The goal is to present it to the world, generating word of mouth both for the navigation sector and for the worlds that catch the target's attention (ex. lifestyle, design, innovation, news). Using a distinctive tone and experimental tools, finding a new communication code that differentiates Pershing from the competitors' communication that only speaks in a conventional way. Underling the characteristics that the new model represents: power and control.Performance and class. We have to promote the new philosophy and leave a mark in the target's mind.