A Glass of Sicily- Street marketing campaign

Campaign Strategy

In developing the communication strategy for Tasca D’Almerita we followed two main lines:

1. Starting from the history of the brand and telling its deep connection with Sicily”A great family that has been loving, caring, cultivating, fertilizing this land with great wisdom for two hundred years, always looking for new ways to make tomorrow more KIND than it is today”
2. Bringing the less experienced user to the wine world by leveraging on the emotional aspect and showing the world of wine as an accessible world near to people rather than a niche for the chosen few

The challenge was to link these two aspects and present Sicily like Sicilians see it: a continent in the center of Mediterranean, an area so far from the clichés and prejudices that often accompany it, instead full an immense artistic, landscape and cultural heritage, in a perfect union between man and nature.

Creativity

The solution:

An “emotional handbook” in a video format, which uses suggestive metaphors how to drink a glass of Sicily in 7 easy steps: an explanation of every step that prelude the proper tasting, enchantingly alternating shapes and chromatism, scents and tastes, sounds and sensations.

We have also provided an opportunity for more interested users in deepening their own online experience through an interactive map on Flickr (http://bit.ly/aGlassofSicily) which contains not only the places where the video has been shot, but also unpublished material, both photographic and video. This also allowed us to move on the popular social network of photo sharing.

An integral part of the communication campaign were also 5 educational videos (http://tascadalmerita.it/it/sos_video/), born in order to transfer to the most inexperienced user what interesting and engaging the world of “doing wine” is.

The protagonist of the educational videos is Chicco: an irreverent grape involved in five adventures inspired by the principles of Tasca philosophy: environmental sustainability, link with the territory, quality of the process of cultivation and vinification, promotion of traditional crafts.

Distribution

The goals were oriented in three countries: Italy, Germany and USA. The seeding strategy was, as always in Mosaicoon, multichannel:

1. Videoplacement through our platform of video distribution Plavid, to ensure the maximum exposure to the content and, consequently, the viral spread through the achievement of a first critical mass.
2. Digital PR to increase the credibility of content, ease the natural indexing on search engines and build the long tail that guarantees a long-term video distribution
3. Social Media to stimulate conversations, monitor the brand Sentiment and “Adjust the firing” of communication in the best way.

Results

After 3 weeks, views have been more than 200.000, with 95% of views from the target countries. On Youtube, the video has been the most viewed of the day in the Entertainment category and has never fallen from the top 5 most viewed videos of the week.

The interactions on Facebook (Share, Comments and Likes) have been over 10.000 and more than 200 articles and posts related to the video have been published on Italian and international websites and blogs.

Further evidence of the virality of the video is the related spread in non-target countries, like Japan, Spain, France, Canada, Russia, etc.

Source