Campanie
General Information:
Strategic approach:
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As the official insurer of Neversea and Untold, Romania’s largest music festivals, Generali faced a significant challenge: how to engage 700,000 festival-goers with critical safety messages over eight electrifying days—without disrupting the high-energy atmosphere that makes these events so popular. Traditional safety communications often feel intrusive and fail to capture attention in a festival environment, where excitement takes priority. Overall Context In the festival environment, safety communication often disrupts the experience rather than enhancing it. Generali needed a way to communicate vital safety messages without diminishing the excitement that defines Neversea and Untold. Strategic Business & Marketing Challenge - Make safety communication an integral part of the festival experience. - Increase engagement with Generali’s brand in a way that feels natural and entertaining. - Create a scalable and repeatable format that could extend beyond a single festival. Target Audience - Young festival-goers (18-35), digitally savvy and highly engaged with social media. - Individuals seeking high-energy experiences but often disengaged from safety messaging. Creative & Media Strategies - Leverage humor and pop culture trends to capture attention. - Utilize gamification to drive participation and learning. - Integrate seamlessly with digital and on-ground festival touchpoints. - Maximize shareability and organic engagement through social media. Campaign Objectives + Metrics - Drive brand awareness and engagement through interactive safety activations. - Increase social interactions and lead generation. - Create a measurable impact on festival-goer behavior in terms of safety awareness. |
Execution:
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