What a fantastic adventure the Ligier Wanderlust Tour! An itinerant tour of the three beautiful cities of Naples, Rome and Taormina aboard the Ligier with an exceptional talent! I won't tell you anything, let's find out the 10 Simple steps that have led us to achieve this result!
We have been producing social campaigns with Ligier for years, the key to their success? A careful analysis of the target and its needs!
As far as the Italian basin is concerned, the target is very young and includes almost exclusively Generation Z.
In this phase we have carefully studied the changes in interest of our target compared to the previous year, the possibility of landing on Tik Tok as a brand, the most popular influencers and the catchphrases to ride.
It all starts from the need to transform the hashtag #cometuvuoiessere (now the brand's defining concept) into something real, physical. This is how the Ligier mask was born, a flesh and blood avatar, a figure in which anyone can recognize himself.
The mask comes to life both in the digital world with AR filters published on the brand's social channel, and in the physical world where it is worn by models in underground, elegant, street or sports settings. In short, all those situations of daily life that our target lives and in which it can be recognized in a completely spontaneous way.
This is the phase of desk design, endless brainstorming, doodled sheets and presentations with the customer. And let's not talk about the trains taken around Italy to meet the agencies, the negotiation of influencers' budgets, the phone calls with managers and the meetings with the talents...
But in the end we did it, everything ready, on to the next step!
Do you know when you were a child you built sandcastles on the seashore and you put so much effort into structuring your fortress that Renzo Piano moved on? And do you remember that immense feeling of sadness, cosmic emptiness and anger when you saw the classic kid with the ball screaming all over the beach imprinting his foot first, then his shin and finally his butt right on your personal Minas Tirith?
Well, it went more or less like this for us, except that the fortress in this case was the campaign designed in whole months and the kid who broke Covid 19... So, after a moment of general discomfort, we rolled up our sleeves and went back to phase three for a new restart!
New budget, new concept, new talent, new health situation in Italy!
After the months spent at home, the desire to start again was great, but we never lacked the desire to do it! We therefore decided to embark on a journey to promote the beauty of Italy and reach our followers aboard the Ligier, all using a real Italian talent: the emerging singer and songwriter Alfa.
We choose the cities, we plan the trip, we contact local partners, we book hotels, transport and car rentals, we launch the campaign on social networks, we monitor the data, we pack our bags and... Let's go!
11 days away from home, 8 figures on the field, an average of 151 km walked in total per person... how much we walked!
For each stage, we dedicated a day to the inspection of the city and contact with local partners, a day of shooting livers and camera cars and a day of shooting with the talent. The tour allowed us to live and experience a lot, we tried the new equipment on site (insert name) that exceeded all expectations, ate so many delicious foods and met wonderful people!
We return to the base, only 4 days to edit and publish the first video to coincide with the start of school... “It seemed impossible but we did it!”
Yesterday, however, the third and last video of the Ligier Wanderlust Tour, shot entirely in Taormina, was released! 👇👇
Still active, this is the most difficult and rewarding phase at the same time... We constantly monitor all the data deriving from the publication of videos on YouTube, content on social networks and messages received to see what has worked and what will need to be improved.
Yes, the campaign is not over yet... we can't reveal anything to you but I assure you that it will be a very marketing action.. TASTY!
Here you can find a summary of everything that the Ligier Wanderlust tour was, backstage you'll see some nice ones!
Let us know what you think of this campaign, your opinion matters a lot to us! Find the first video of Naples here, and the one on Rome here!
Bye, see you next time!
Simple agency
