Ninja

Challenge:

Tim asked us to create a positive affective link between brand perception and the community of net influencers, made up of careful and often overly critical bloggers and of digital natives immersed in the dynamics of web technologies. The brand needed reflection on the usefulness of Internet on-the-go and to promote their new Alice Mobile solutions.

Strategy:

For this campaign we created “Techlovers – stories of technological happiness (and unhappiness)”, a cross-media format which brought together stories of Italians and their experiences with technology and Web 2.0.

Users were invited to send in their own stories on video, to vote on those which were most representative of Italy 2.0 and to viral-ise the initiative by involving their friends, asking them to invite them to enrol on the site, vote and to publish Techlovers banners.

The best and most representative stories of technological life then became the first web-documentary made on the web, about the web and for the web. “Italiani 2.0” was broadcast on the web and on digital and satellite television channels.

Results:

Over 3,000 people enrolled on  Techlovers, 130 storytellers, over 15,000 votes, 800,000  video views and 200,000 unique visitors. 676 opinions were surveyed of which 83.2% were positive (14.1 points above the average of positivity in the sector).

www.techlovers.it