For football fans, home is a place where passion for one’s team lives incessantly every day.
For this reason, on the occasion of the Derby against Inter, Milan transformed the fans’ homes into a silent but powerful declaration of support for the team.
In the days leading up to the Derby, AC Milan distributed red light bulbs to fans during the Milan-Lazio football match, at Casa Milan and in the Milan Stores. Everyone was invited to light up their homes with red colored lights, which together with the black nights before the UCL semi-finals, colored the skies red and black.
To allow all fans around the world to participate in this ritual, the football club has published a special red screen video on Youtube to be broadcast on their devices to light up homes with AC Milan passion.
The global strength of the brand has allowed AC Milan to engage their international community not only through social media in their own homes, but also on the streets of their cities. The brand has illuminated iconic buildings around the world, starting from Milan with an installation in the Duomo, the San Siro Stadium, the Istituto dei Ciechi, the Milan Convention Center MICO, the Wefox Italia headquarters and Mansutti, the headquarters general of Banco BPM, up to the Puma headquarters in Herzogenaurach and the Burj Khalifa in Dubai to give even more visibility to the campaign. Red-lit buildings around the world blended with black night skies to bring the brand’s legendary colors to life.
The campaign produced more than 450 total contents that generated an engagement of over 6.5 million worldwide on all digital platforms, data that led the brand to climb the rankings and position itself in 6th place for video views on Instagram and #2 on TikTok.
“While it is true that every fan has their own pre-match ritual, for this historic UCL semi-final we wanted to create a new one that would unite us all around the world” says Miriam Piacentini, Head of Content at AC Milan “The passion dei Rossoneri is always on and in this multi-channel and global campaign it has all the light it deserves.”
“It is always exciting to see how the Rossonera family around the world responds to the call of their team, supporting them not only in the stadium but also in the privacy of their homes, as happened with this campaign,” comments Lamberto Siega, Digital, Media & Studios Director by AC Milan “Special thanks therefore go to the whole Club that moved in unison for the best amplification of the campaign, to the creative agency Hello, our strategic and creative partner, and to all the fans around the world.”
Credits:
Sara De Mattia – Managing Director
Nicolò Altizio – Group Account Director
Andrea Ambrosone – Account Manager
Pietro Montorfano – Account Executive
Silvia Ferrari – Senior Editor
Lorenzo Canazza – Senior Creative
Giulia Ranza – Creative
Alessandro Poggi – Art Director
Alberto Sangiorgio – Content Specialist
Alessandro Nidiaci – Producer
Gabriele Naia – Strategy Director
Davide Lippolis – Strategic