Challenge:
Fichimori is the first red wine to be drunk cold. It is a seasonal product that lends itself to certain moments (summer, open-air areas, as an aperitif or with dinner). It is a post-modern product aimed at young people, representing local realities and modern wine-making techniques.
Strategy:
For the launch of Fichimori we created a glocal concept, a combination of local and global coolness. Tarantaindacasa is the name of a highly experiential, integrated campaign launch.
It was in fact possible on the site to offer one’s own house as a venue to host one of the 16 Fichimori parties, organised all over Italy. A team then did the rest: music, DJs, Pizzica (a traditional dance) dancers, fixtures and fittings and of course, the wine, the central character at all the parties. The original compilation, the party soundtrack, a mix of traditional music and electronic samples, put together by the underground DJ Stefano Miele, was available for download from the internet.
Results:
The Web Italia prize for the most innovative web marketing strategy. Buzz on blogs and Fichimori as a tribal marketing case history which is studied on university courses. A sales boost and the wine completely sold out. The Fichimori soundtrack is today a cult CD which is distributed in all music shops.
