Brief Explanation

We expressed how enthusiastically Milanistas support AC Milan becoming all the supporters as one, by producing a movie that shows the worldwide fans of AC Milan pass the ball one by one and showing it at the San Siro Stadium, a Italian holy place of Soccer.

The Brief

AC Milan, the world’s leading football club, returned to play at their home stadium in Italy.For the 2014-15 season, we at Toyo Tires, AC Milan’s premium sponsor, wanted to offer a brand new and engaging global support campaign.

Describe the success of the promotion with both client and consumer including some quantifiable results

Nearly 100 videos from around the world were submitted to a special campaign site, Influential bloggers and media boosted awareness of the campaign.Participants of all ages and occupations generated video clips that showed a genuine love for the team and formed a unified fan base. The interactive voting system utilized social media, and drove the campaign's popularity.The campaign site had more than 230,000 visitors from around the world and nearly eight thousand votes were submitted. For about 3 months, the compilation video of fans and players was played at AC Milan’s holy grail, the San Siro Stadium.

Explain why the method of promotion was most relevant to the product or service

We drew inspiration from our company's brand statement, "Driven to Perform", and asked AC Milan supporters worldwide, the 'Milanistas', to send in performance clips using a football with the message 'Forza Milan!'