Prime Video, the official UEFA Champions League broadcaster in Italy, promoted its rights and celebrated the tournament with a street stunt screening initiative in a Naples neighbourhood called ‘The Laundry Screening: A Football Fairy Tale’.
The promotion was built around a live broadcast of one of the 2022/3 competition’s key (round of 16) knockout fixtures – between SSC Napoli and Eintracht Frankfurt – for around 200 Neapolitan football fans in the famous Quartieri Spagnoli (Spanish Quarter). With all 55,000 tickets sold for the 15 March home game in Napoli’s Stadio Diego Armando Maradona, the subscription video-on-demand streamer sought to host a special live screening for some of the club’s most committed supporters.
The campaign, created by agency Publicis Italy/Le Pub, brought the gamed to streets of Naples – in the heart of the city’s lively ‘Spanish Neighbourhood’ – through an immersive screening experience. Prime organised a unique projection onto giant white sheets hanging on the outdoor, overhead street laundry lines of the historic neighbourhood. The area, known for its alleyways and small, local bars, is often considered to be the heart and soul of Naples and is also known for residents hanging their laundry on ad-hoc lines between windows over the narrow streets.
The US based media giant amplified the initiative through an integrated campaign, led by a spearhead ‘A Football Fairy Tale’ spot, across its own streaming, digital and social platforms in April which captured the 90 minutes of soccer celebration, enthusiasm and passion shown by the city and its fans. The video closes with the copy line: “The fairy tale of the Champions League is on Prime Video, every Wednesday’.
The screening stunt was created for client Prime Video by a team at agency Publicis Italy which included Chief Creative Officers Bruno Bertelli, Cristiana Boccassini and Mihnea Gheorghiu, Creative Directors Luca Boncompagni, Diego Tardani and Alessandro Padalino, Art Director Giulia Trimarchi, Copywriter Gian Marco Panichelli, Head Of Client Services Giada Salerno, Account Director Luigi Palma, Head Of Production Francesca Zazzera, Producer Erica Lora Lamia, Head Of Strategy Bela Ziemann and Strategist Martina Rinciari.
Production was also handled by Publicis Italy with Director Tommaso Bianchi, Director Of Photography Matteo Terzaghi and Coordinator Gianluca Stabile.
Music and sound was by Sizzer with Music Supervisor Richard Aardenburg, Producer Marco Cucco and Creative Director Michiel Marsman.
Comment
This is a brand backed blend of Cinema Paradiso meets the UEFA Champions League.
The match was memorable for Neapolitans for more than just the marketing initiative as SS Napoli won and reached the UEFA Champions League quarter-finals for the first time in its history.
Part of its expanding sports content strategy, Prime Video won the Italian (and German) broadcasting rights for the UEFA Champions League during the 2021/22 season and will continue to stream the tournament through to the 2026/27 season.
Other premium live sports rights on Prime Video include Premier League football (UK), Ligue 1 football (France), Roland Garros tennis, Thursday Night Football (USA), plus cricket in New Zealand and in India.
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