Branded content IAKI FOR THE CLUB - IAKI
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Case History

Branded content IAKI FOR THE CLUB

Case History precedente
Case History successiva
Case History

Branded content IAKI FOR THE CLUB

Case History precedente
Case History successiva
Settore
entertainment
Area
Social
In Sintesi
IAKI ha celebrato il ritorno di due tra i più prestigiosi Club italiani nel gioco più bello del mondo, EA SPORTS FC 25, attraverso 5 branded content capitanati da due tifosi d’eccezione: Geolier e Blanco.

Il brief: avvicinare i tifosi al “Club” che amano

Come rendere ancora più forte il legame dei tifosi con i rispettivi Club – SSC Napoli e AS Roma – e il videogioco simbolo di intere generazioni? In occasione della partnership tra le due importanti squadre di Serie A e il nuovo titolo di EA SPORTS, IAKI ha ideato una strategia capace di parlare non solo alla testa, ma anche al cuore di milioni di persone. Non solo calciofili.

Colori differenti, strategia unica

Con l’approccio del multi-generation marketing, la strategia di IAKI è stata quella di distillare gli insight più rilevanti per le singole generazioni e riversarli sotto forma di “valori” condivisi dagli appassionati di calcio, raccontandoli creativamente anche attraverso il volto e la voce di due big della musica come Geolier e Blanco, tifosissimi di Napoli e Roma – e ufficialmente inclusi nella soundtrack di FC 25!

//www.iaki.it/wp-content/uploads/2024/10/19-Napoli-4_5-ESRB-video-converter.com_.mp4
//www.iaki.it/wp-content/uploads/2024/10/19-Roma-4_5-ESRB-video-converter.com_.mp4

Un concept che mette al centro le persone

Protagonisti dei 5 branded content sono i “superfan”, ovvero potenzialmente tutti noi. Che si parli di talent, creator o gente comune, di Millennial, Gen Z o Gen Alpha, IAKI ha infatti dato la parola a chi incarna perfettamente lo spirito più autentico del “napoletano doc” e del “romanista fracico”, orgogliosi custodi dei valori dei due Club e delle due città.

Una campagna che va “oltre i colori”

Alla radice del tifo c’è sempre la passione e la fierezza di condividere i valori di un Club e di un’intera città, qualunque essi siano. Ecco dunque che in cinque video Hero di qualità, IAKI ha raccontato cinque storie meravigliosamente vere, intrise di giallorosso e di azzurro. Ma, soprattutto, di tutte quelle sfumature che colorano ogni giorno le emozioni di chi ama il calcio e il nuovo titolo FC 25. Dietro a ogni singola storia si cela un lavoro di gestione e di produzione enorme, che ha visto l’agenzia identificare in primis i concetti guida più autentici di ogni contenuto trasformandoli in soggetti dal grande impatto autorale e artistico, quindi selezionare le location su Napoli e Roma più adatte per comunicare la “napoletanità” e il “romanismo” senza generare “intoppi” duranti gli shooting – dovuti alla grande, grandissima popolarità dei due cantanti coinvolti –, infine scovare i diversi “for the Club” dei tifosi comuni – ovvero le loro “dichiarazioni d’amore” spontanee per le squadre – e far sì che potessero esprimerli nel modo più naturale possibile. Tutto questo, con un occhio sempre vigile sulla fotografia, sull’editing e sullo storytelling, alzando ancora una volta l’asticella di IAKI della qualità.

//www.iaki.it/wp-content/uploads/2024/10/Video_soundtrack_Blanco_4_5-video-converter.com_.mp4
//www.iaki.it/wp-content/uploads/2024/10/Video_soundtrack_Geolier_4_5-video-converter.com_.mp4
//www.iaki.it/wp-content/uploads/2024/10/4_5-Pizza-video-converter.com_.mp4

Ops, abbiamo spaccato l’Internet

Da Instagram a YouTube, passando per X fino a conquistare il pubblico di TikTok, la social campaign di IAKI per l’imminente lancio di FC 25 è stata apprezzata da milioni di utenti – 8,3 Mio views per il solo content con Geolier a Castel Sant’Elmo! – che hanno riversato la propria incontenibile gioia relativa all’attivazione sui canali del Brand, delle Società e dei Talent coinvolti. Sì, è stato un successo di squadra cla-mo-ro-so!

Canali del progetto

Tag
branded contentcontent creatorcontent marketingElectronic Artsentertainmentinfluencer marketing

Case History Correlate

Holiday branded content per FC 25

EA SPORTS sceglie IAKI per posizionare FC 25 nella wish list natalizia con Buffon e Vlahović in una sfida cross-generazionale.

Case History correlate

Branded entertainment FC 25 Ratings Reveal

IAKI ha realizzato per Electronic Arts una campagna di branded entertainment dedicata all’uscita dei valori dei calciatori di EA SPORTS FC 25, ponendo anche l’accento sulla nuova modalità Rush

Case History correlate

Branded content per il nuovo EA Sports FC 24

IAKI ha ideato e prodotto un branded content per dare risonanza allo svelamento della colonna sonora globale del nuovo EA Sports FC 24, raccontando il personaggio dietro al brano italiano presente nella soundtrack, Ariete, uno dei nomi più interessanti dell’attuale panorama musicale e “voce” della Gen Z.

Case History correlate
© 2025 IAKI S.R.L
20123 Milano Via Panzeri, 10
PARTITA IVA IT04452600960
Codice Fiscale 04452600960
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Registro delle imprese di Milano | REA MI-1748566 | Capitale in bilancio € 10.000 i.v. | Iscrizione CCIAA Milano 04452600960 | Tel. +39 02 36581 400 | Fax. +39 02 36581 401 | Mail: citofona (at) iaki.it | PEC: amministrazione (at) pec.iaki.it
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