Voiello needed to punch above its weight while staying to true to the brands’ point of difference – its Neapolitan heritage. The platform to do so was sponsorship of Procida, an island off the coast of Naples, which was awarded the title ‘Capital of Culture 2022’
To activate the partnership, we partnered with Liberato, the anonymous Neapolitan electronic music artist at the forefront of reinvigorating Naples’ rightful place in contemporary Italian music. Activity included a video series, social media, livestreams and a spectacular surprise concert on a floating stage in Procida that generated huge levels of earned media.
The collaboration successfully bridged the local culture with national and international audiences, differentiating the brand, and increasing brand preference.
Exact details on the results cannot be shared due to confidentiality reasons.
