Barilla ‘The Rooftop Match’ Food & Drink Barilla Italy
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需求
在解除 Covid-19 封锁之后,人与人之间,对相互创建连结的需求比以往任何时候都强烈。但是如今规则已经改变, Barilla 希望利用他们的品牌大使 Roger Federer 来宣传“连结”的新定义。
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我们的洞察
通过检视 Barilla 社群和网球界的对话信息,我们发现了 Carola 和 Vittoria 的故事:这两位来自意大利的女孩在疫情封锁期间,来到屋顶上打网球。她们的故事在网络上被大量转载,并成为顺应逆境的代名词。她们的对于网球运动的热情理应得到回报。
创意
在意大利解封之后,Barilla与品牌大使Roger Federer前往意大利菲纳莱利古雷,带给Carola 和 Vittoria 一个惊喜:Roger 在屋顶上和她们一起打网球、分享午餐。Barilla 通过这一行动讲述了一个建立“新连结”的故事,这个故事在全世界的网络上引起了轰动,将“Barilla将人们连结在一起”的主张变为了现实,打动了每一位观者的内心。
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成果
相关媒体新闻
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TMZ Sport, 31 Jul 2020
Roger Federer Surprises Viral Tennis Players For Rooftop Match
Read more![](../../wp-content/uploads/sites/2/2021/06/Screen-Shot-2021-06-17-at-10.06.12-pm-375x376.png)
AdWeek, 1 Jul 2020
Roger Federer Surprised 2 Girls With a Match After Their Quarantine Tennis Video Blew Up
Read more![](../../wp-content/uploads/sites/2/2021/06/Screen-Shot-2021-06-30-at-9.42.14-am-375x565.png)
The Times, 4 Aug 2020
Roger Federer plays tennis with Italy’s rooftop girls
Read more![](../../wp-content/uploads/sites/2/2021/06/Screen-Shot-2021-06-30-at-9.44.18-am-375x362.png)
Daily Mail, 4 Aug 2020
Roger Federer joins Italy’s rooftop tennis stars to exchange a few volleys after the girls earned international fame with 12 MILLION Twitter views with their lockdown match video