Netflix
Sotto il sole di Riccione
Netflix
Sotto il sole di Riccione
Italian summer is so beautiful that Netflix made a film out of it. And we helped in the launch.
Summer, Riviera Romagnola, love and friendship: on paper, the perfect movie to relate with.
The real challenge, here, was to make a wide target (14-60) fall in love with it during the crazy situation we were living in (note to future readers: wear a mask if due).
During a brain-storming we realized that what we were going through didn’t change our love for summer, so we’ve created an integrated campaign that focuses on the perks and the beauty of living an Italian summer. The best one.
But first things first: no one knew Sotto il sole di Riccione. How could we get it to number 1 in a month?
Well, during summer 2019 ST3 taught us that “one summer can change everything”. And this summer it would have been truer than ever.
Introducing the hottest Netflix’ lifeguard: Gualtiero. Sorry not sorry, Billy.
The release date was getting closer and closer, like our desire to hit the beach.
The time was perfect to reveal all the characters. Which “tipo da spiaggia” are you?
Dietro il sole di Riccione: a special TV content to get in the mood for the movie.
From the trailer, fans immediately noticed the bond between Sotto il sole di Riccione and Sapore di Mare. And they were right.
We tribute the Italian summer and Italian cinema with Enrico Vanzina and Tommaso Paradiso. The interview aired on Italia 1 and Cine34, followed by Sotto il sole di Riccione trailer and a marathon of classics.
In the cast we had one of the sexiest voice ever heard: Luca Ward’s one.
To quote Lady Gaga he’s a “talented, brilliant, incredible, amazing…” actor and dubber. To engage his fans and even the more sceptical people, we asked him to transform a summer hit like “Riccione”, in a goosebumps piece.
But we hadn’t done yet. We wanted everybody to feel under the Riccione sun, with the whole cast.
So we brought summer vibes on TikTok with our #SottoIlSoleDiRiccioneChallenge
*DA AGGIORNARE CON STORIES CHALLENGE*
We challenged Netflix’ followers to play Truth or Dare with the actors.
And theeen we realized a special ooh with a very sweet message from Marco to Guenda. Too cheesy? Oh, leave them alone and mind your own summer crushes.
During the whole campaign, Sotto il sole di Riccione fans were never left alone.
We published lots of contents to help people to get over happily the I-have-to-know-everything-about-this-movie phase.
Hope you had a great time this summer. If not, be like Furio: have a toast to the next one.
Overall
Web & blogs
More than 45 mln reach
The three best performing posts had over 3.7mln reach
The two best posts had more than 1.6mln reach and 120k engaged users
500 mentions and almost 7.5k interactions
YouTube
Almost 18.5k interactions
TikTok
More than 3.4 mln total views