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ADCI 2012 1 Silver / Integrated 1 Silver / Digital / Digital Content Integrated B2B campaign created to promote YouTube Display Network. The B… Read More
ADCI 2012 1 Silver / Integrated 1 Silver / Digital / Digital Content Integrated B2B campaign created to promote YouTube Display Network. The Brief To show brands that through YouTube advertising spaces they can communicate with their clients in a really targeted and interactive way. Idea To create an interactive experience targeting the 100 top brand managers in Italy in order to rapidly influence all the market. Execution A direct mail activates the managers both digitally and in real life: 1. A customized Tubegame make them experience all the potential of YouTube adv spaces. 2. A mail asks them to tell in a word how they imagine the future of their brand. Each answer was transformed into a piece of art which was first showed off during a live event and then in the first YouTube art gallery co-created with brands. The artworks were then gifted to the brand managers. Results Activated target 86%. Significant increase of the revenues. The born of the first YouTube art gallery co-created with brands. Read Less
Published:
Case movie
Direct Mail
A kit containing:
- a usb key that drives the target to a customized digital experience.
- a card where the target can write in few words how he/she immagines the future of his/her brand. These words inspired the realization of unique pieces of art which were then gifted to the target.
Digital Experience
Through a customized Tubegame the brand managers can experience all the potential of YouTube display network.

Try the
 experience here
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100 Brand customized experience
Event
86 top brand manager wrote how they immagine the future of their brand. During an exclusive vernissage they discovered how YouTube transformed these words into unique pieces of art.

Browse the digital catalog here
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The exhibition
The exhibition catalog
Print campaign
A 6 subjects print campaign that shows the goals that can be achieved by advertising on YouTube display network.
If YouTube, they'ill share.
If YouTube, they'ill subscribe.
If YouTube, they'ill comment.
If YouTube, they'ill play.
If YouTube, they'ill enjoy.
If YouTube, they'ill watch.
Special print with removable USB key
ADCI Annual 27, 2012

Credits

Client: Google
Product: Youtube
Agency: TBWA\
Executive Creative Directors: Nicola Lampugnani, Francesco Guerrera

Creatives: Mattia Montanari, Matteo Grandese, Davide Canepa
 
Digital Creative Director: Michele La Fiandra
Digital Senior Art Director: Luca Sala
Digital Project Manager: Raffaella Garzitto
Flash Designer: Chiara Villotta
Web Designer: Nicoletta Piccinini

Head of Producing: Renato Fontana
Producer: Federico Fornasari
Account Director: Benedetta Melli
Account Executive: Federico Da Re
Strategic Planner: Lorenzo Bean

Creative Service Director: Valerio Minestra
Event Producer: Stefano Marchetti
Video Production Company: Xchanges VFX
Audio Production Company: Eccetera
Design Studio: Dadomani
Consultant: Ymee NYC
 
Aired on September, 2011