Concept
Couch-potatoes of Italy, unite!
Emojis, grandparents, happiness, pets… In the long list of “official days” only one was missing, celebrating the accessory that embodies winter and coziness - slippers.
We bridged the gap by creating and developing, for client inblu, a multichannel campaign dedicated to Italian slipper lovers and couch-potatoes!
Idea
Who’s never dreamt of going out in their slippers?
On the 10th November we celebrated the first Italian Pantofola Day (i.e. slipper day) supported by an integrated action involving several touch-points: TV, radio, social networks, digital ads, online promos and street marketing. The big finale was an in-store activation in Europe’s largest shopping mall: “Il Centro” of Arese, Milan.
The added value
Omnichannel, engagement and results
Around the “slipper day” concept we designed and developed a multi-stage and multi-platform campaign. From awareness to engagement – passing through the creatives developed for tv, radio, digital and social media to create buzz around the initiative – we landed great conversion results, with thousands of people (in their slippers) attending the big Pantofola Day Celebration Event.
Results
Results
2,860
people attending the in-store event
81.3%
new users on the website
5,451
new fans on Facebook
1,379,256
views on the Facebook page
939,453
impressions on social networks
