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[b2c event]
Happy Birthday Nutella Objective: an international legend turns 50 and celebrated with the whole of Italy. The celebrations involved Alba, where the legend originated, and Naples, where Nutella is most popular, addressing various consumer targets and with a special gift for millions of lovers. Creative idea and description: a party for the whole of Italy featuring the enthusiasm of the consumers of one of the best-loved brands. The celebrations began on May 17th in Alba, the birthplace of Nutella. The streets were decked out for the party. 800 bars, shops and restaurants dressed with Nutella kits or offered special menus. A mega party with artists, entertainment and bread and Nutella for everyone. The party ended with 25,000 people in the street for the final concert and the blowing out of candles. On May 18th, Nutella celebrated in Naples with a public event attended by 200,000 people. A day dedicated by Nutella to all its fans with entertainment, games and music. Numerous themed areas and bread and Nutella for everyone. In the afternoon, music broadcast live by RDS. At 4 pm the concert began, closing with a performance by Mika, also transmitted live in streaming. Media Mix: 527 articles worth ₏ 8,723,590; the #nutella50bday hashtag achieved 9,561 mentions on the day of the event. The campaign was awarded the best Twitter campaign in May award. The @Nutella_Italia account was the most retweeted author of the month, generating 3.2 thousand retweets. The live streaming of the event for Mika’s
performance totalled 120,000 views. Audio/video/lights: Naples: two screens inserted in Nutella jar shapes and positioned at the sides of the stage plus an 11 m-wide backdrop of 4 mm LEDs formed a frame. Two sound delay towers, 2 central arrays, 2 side arrays. Staging and set design: in Alba there were two stages for music performances and DJ sets with sound broadcast in the centre of the town. The town was decked out for the party with thousands of balloons, flags and banners on the buildings. In Naples a 40 m stage designed for a high level musical event. In the square were games, thematic areas and a very long swing. Game stations and stands distributing bread and Nutella, all branded with the Nutella 50 graphics. Results: Alba - 35,000 people, 800 bars, shops and restaurants involved, 460 kg of Nutella, 1,500 kits. Naples - 200,000 people, 80,000 gadgets, 120,000 slices of bread, 3 tons of Nutella. Great media exposure and interest from institutions with congratulation from the Mayor who reopened Piazza del Plebiscito.
[ DATA SHEET ] Country: Italy Organiser: Filmmaster Events Client: Ferrero Spa - Nutella Date: May 17th-18th, 2014 Target: general public, Nutella lovers, families, institutions, media Location: Town of Alba, Naples - Piazza del Plebiscito (Italy)
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