Download the 30”video<\/a><\/p>\nLa campagna gioca su tutte le possibilit\u00e0 che offre la Libero Mail app, compresa quella di essere liberi di gestire tutti i propri account di posta \u2013 qualsiasi essi siano \u2013 da un\u2019unica app. I soggetti dello spot, tutti giovani under 30, rispondono alla domanda \u201cCosa vuol dire per te essere Libero?\u201d. Filmati in varie situazioni \u201con the road\u201d con un risultato fresco, emozionale, in linea con l\u2019obiettivo di attrarre il target pi\u00f9 giovane che utilizza mail e social in mobilit\u00e0.<\/p>\n
Tra le risposte dei protagonisti dello spot alla domanda \u201cCosa vuol dire per te essere Libero?\u201d c\u2019\u00e8 anche \u201cDormire con la mia fidanzata\u201d: a dirlo \u00e8 per\u00f2 una ragazza, Dora Bugatti, scelta per esprimere la libert\u00e0 di vivere il proprio orientamento sessuale con la massima naturalezza. Con lei, inoltre, Italiaonline abbatte la barriera che finora ha portato la pubblicit\u00e0 italiana a parlare di omosessualit\u00e0 quasi esclusivamente al maschile.<\/p>\n
\u201cLibero Mail libera tutti\u201d \u00e8 on air su Radio 105 e Virgin Radio da luned\u00ec 27 luglio fino a domenica 13 settembre, con in media una decina di spot giornalieri, sia in versione 30 che in versione 15 secondi.
\nSempre da luned\u00ec 27 luglio, online i filmati della campagna sul canale YouTube di Italiaonline, condivisi su tutte le pagine social aziendali. I filmati sono da 60 secondi e da 30 secondi. Inoltre, sono stati realizzati anche un filmato tutorial per l\u2019uso dell\u2019app e una call to action che invita gli utenti a esprimere la loro idea di libert\u00e0 postando foto o video su Instagram e sui profili Twitter e Facebook di Libero utilizzando l\u2019hashtag #esserelibero.<\/p>\n
I crediti.
\nDopo lo spot tv istituzionale dell\u2019estate scorsa, anche per la campagna di Libero Mail app Italiaonline ha affidato l\u2019advertising all\u2019agenzia OVNI \u2013 Ideas for Brands, che descrive cos\u00ec il progetto: \u201cPi\u00f9 che una campagna tradizionale si tratta di un\u2019operazione bottom up che fa leva sull\u2019user generated content: attraverso le voci dei giovani utenti del prodotto, che raccontano cosa vuol dire essere Libero, e attraverso un invito a tutti a comunicare la propria idea di libert\u00e0. Una comunicazione moderna, semplice e spontanea, pensata esattamente per gli stessi motivi per cui \u00e8 stata creata questa app: far scoprire ai pi\u00f9 giovani un brand storico della digital industry italiana e farli innamorare\u201d.
\nOVNI \u2013 ideas for Brands \u00e8 una piccola, ma ormai storica sigla delle agenzie indipendenti del panorama italiano : un laboratorio strategico per la creazione di nuovi contenuti di comunicazione, attenta alla sperimentazione sui nuovi media e alla creazione di idee per il lancio e il supporto di marchi e start up.<\/p>\n
Per la produzione della campagna, Italiaonline si \u00e8 avvalsa di Mach 2 Azione, nata dall\u2019unione di The Mach 2 e Azione \u2013 rispettivamente specializzate nell\u2019audio e nel visual \u2013 e della Paul Casalini & C., un nome che ha fatto la storia delle produzioni pubblicitarie italiane. La nuova realt\u00e0 ha prodotto ad oggi pi\u00f9 di 2mila tra spot, filmati, documentari e video corporate, 4mila editing video, oltre 13mila master audio e 2mila radiocomunicati, collaborando con agenzie di advertising e organizzazioni istituzionali.<\/p>\n","protected":false},"excerpt":{"rendered":"
Italiaonline, the first Internet company in the counrty, launches the web and radio campaign \u201cLibero…<\/p>\n","protected":false},"author":2,"featured_media":9106,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[11],"tags":[],"class_list":["post-9149","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news-en"],"yoast_head":"\n
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