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Contesto
Il Comune di Catania doveva comunicare la raccolta differenziata in un contesto urbano dove il "sentito dire" e la rassegnazione pesavano più del buon senso. La sfida? Non fare del marketing da museo, ma generare un impatto riconoscibile che spostasse davvero l’ago della bilancia.
Sfida
Abbiamo preso la sensibilizzazione ambientale, l’abbiamo liberata dalla polvere dei messaggi istituzionali e l’abbiamo pasticciata con la nostra creatività. Catania è Casa è il progetto che ha trasformato il dovere civico in un trend virale su TikTok e Meta, rendendo la differenziata un atto d'amore collettivo che profuma di appartenenza.
Insight
Abbiamo capito che i catanesi non hanno bisogno di un libretto delle istruzioni, ma di una scintilla che riaccenda l’orgoglio. Se la città è casa tua, non butti le carte a terra in corridoio. Abbiamo trasformato il "rifiuto" in un "ospite sgradito" e la città nello spazio privato da proteggere, portando i cittadini a braccetto per le vie verso un nuovo obiettivo comune.
Approccio creativo
Siamo partiti dai dati e dagli obiettivi per poi trasformarli in contenuti spacchiosi. Abbiamo unito una produzione video cinematografica a una strategia di Influencer Marketing capace di bucare lo schermo. Non volevamo essere didascalici: volevamo essere decisivi sul mercato, parlando la lingua del quotidiano con il giusto tono.
Output
Abbiamo messo in campo tutto il nostro arsenale:
Video & Spot Production: contenuti con un sapore unico per tradurre la visione in immagini potenti.
Influencer Marketing: abbiamo scelto le voci giuste per amplificare il brand e renderlo forte.
Content Design: abbiamo progettato ogni frame per far cadere l’occhio esattamente dove volevamo noi.
Social Media Management: abbiamo gestito i canali con piani editoriali che parlavano al pubblico giusto, con l’intensità di chi ti sta cucinando la parmigiana.
I risultati
Siamo fortissimi nel trovare il pubblico ideale e i numeri ci danno ragione: funzioniamo come calamite.
+10 Milioni di Impression: abbiamo occupato veeeramente tanti schermi
+5 Milioni di Copertura: praticamente siamo arrivati ovunque, senza sprechi di budget.
100% Posizionamento: abbiamo reso il corretto smaltimento dei rifiuti un gesto "figo" e identitario, trasformando chi sta nei social, in cittadini attivi.
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