Inter Milan teamed up with partner Mediaset to create an outdoor, digital and social campaign called #InterWall which saw fans celebrate the club’s 110-year anniversary by choosing their 11 favourite players/moments (one from each decade) which were then turned in to a giant mural.
Territory: Italy
Agency: DUDE Milano
Objectives
The club and its media partner, the Italian digital terrestrial television provider Mediaset Premium (which provides pay TV and pay-per-view through smart cards and VOD via Premium Play and Premium Online streaming service) briefed agency DUDE Milano to celebrate Inter Milan’s 110th anniversary with a fan-focused, local campaign in the heart of Milan.
Activation
The agency’s response to the belief was to turn the history of Inter into urban art in an initiative called ‘#InterWall: Certain Moments last Forever’ which aimed to act as a tribute to the love between city and team.
The project began with a campaign running across Inter and Mediaset Premium’s social media channels which invited fans to vote for their favourite, most evocative and historic moments from the club’s history by driving them to a dedicated campaign website (www.interwall.mediasetpremium.it) where they could pick the most ‘unforgettable moments and people from each decade in Inter’s history – beginning with its foundation in the L’Orologio restaurant in 1908 and continuing up to the treble in 2010.
On the bespoke site, fans could relive classic, iconic moments from the team’s storied history and then choose the ones which meant the most to them.
After the supporters had selected their key moments and personal, these were immortalised on an 18-metre tall and 10-metre wide wall in the form of a mural at via Borsieri 5 in Milan. The art work itself was created by the Ortica Noodles collective of artists and included both club and partner branding.
The #InterWall was unveiled on 21 March, 2018 and acted as a celebratory tribute to the club’s past and present and also sought to enhance a typically Milanese building in the Isola district – an area that is symbolic of modern Milan.
MEDIASET PREMIUM / INTER – #InterWall (Case Study) from DUDE on Vimeo.
Outcome
In total 30,000 fans engaged with the vote by visiting the website and the initiative’s online reach was more than 50m and #InterWall was a top trending topic on Twitter in Italy.
