Super Message SIC
San Carlo Unichips
Issue 27 | July 2013
Agency
A-Tono
Creative Team
Creative and Planning Director: Sergio Müller Art Director: Stefano Gianuario, Fabio Mennuni, Jr Art director Saerom Suk Digital Designer: Emanuele Salamone Copywriters: Riccardo Grandi, Federica Rosati
Production Team
Production Company: Filmini Director: Maurizio Longhi Sound Design: Francesco Vitaloni
Other Credits
Account Director: Laura Cigognini Account Executive: Federica De Paoli Account Executive: Giulia Pavese Soundtrack: The Rainband
Date
jul 2012/jan 2013
Background
San Carlo is a chips and snacks company that holds the biggest market share in Italy. In 2012 they didn’t have a social network presence so we suggested to enter this arena in a consistent way, that would have done good both to the company awareness and to someone in need.
Idea
In 2011 the brand faced the loss of a great friend and sponsored athlete, Marco Simoncelli. Since then the team bikes had turned black instead of the brand color white, in sign of respect. But it was time to turn the mourning in something positive. We proposed to make the bikes white again, making them become white boards were the Marco Simoncelli’s fans could write their dedications to the beloved champion, while making a donation to the Marco Simoncelli Foundation and helping them in building a house for disabled kids in Coriano, were Marco was born and raised. Every activity generated a high level of engagement that helped San Carlo achieve remarkable results, both on the marketing and human side. http://www.facebook.com/sancarlo?fref=ts http://www.youtube.com/user/sancarlofficial https://twitter.com/sancarlofficial
Results
Facebook Fans: 144.191 and counting YouTube views 288.766 Mobile app downloads: 60.000 Display Impressions: 18 millions