BACKGROUND Abarth Days are the main event promoted by Abarth, where fans and owners from all over the world can discover all the latest news of the brand and show off their vehicles by attending races and performance tests.
CONCEPT There’s no more powerful engine to inflame the Abarthisti than the spirit of competition combined with their love for the brand.
EXECUTION Abarth League is the first social challenge to find out who is Abarth greatest fan. As part of the Abarth Days’ welcome kit, we gave to each participant a special passport. To complete the passport and win special prizes by Abarth, the participants had to create a series of UGCs on their social channels.Combined with other social activities such as the unveiling of the latest Abarth model on Facebook Première and the “Road to Abarth Days” UGCs’ campaign, the Abarth League turned our fans into the main advocates of the event, increasing buzz and with a total reach of more than 3.2 millions users, 90 thousands interactions and 2 millions views.
Digital advertisement created by WPP, Italy for Abarth, within the category: Automotive.
Executive Creative Director: Cristino Battista, Christopher Jones
Creative Director: Diego Mendozza
Art Director: Nicolò Fabio Banfi
Copywriter: Guido Pusterla
Creative Team: Lorenzo Della Giovanna, Matteo Laconca
Social Media & Digital PR Director: Danielantonio Di Palma
Social Media Manager: Remigio Guerriero, Maria Teresa Genovese
Community Manager: Sofia Ganoza
Creative Technologist: Matteo Ornati
Strategy Director: Gael Moscarà
Strategist: Vito Modugno
Account Director: Silvia Cereda