PROJECT SHEET
Client: Azerbaijan Pavilion – Milan Expo 2015
Country: Italy
Type of project: Digital Event Activation
Tools: Customer Data Platform
Goals: #DatabaseBuilding and Enrichment; #Drive-to-Pavilion; #MobileProximityRelationship
BRIEFING
The EXPO2015 Azerbaijan Pavilion asked Advice to design a program that involves visitors in the three phases of the event.
The program aims at building a customer database prior to the event, promoting the drive-to-Pavilion during the event and encouraging incoming tourism after the event.
OUR SOLUTIONS
Unico grande Amore is a disruptive project in the world of sports, based on cross-channel engagement, mapping of user actions in real time and personalised 1-to-1 dialogue. Launched in 2018 and still ongoing, it aims to build a value relationship between the club and its fans, involving them in various multi-channel activities, during the Serie A and Champions League championships, but also off season. The heart of the program is the digital platform where fans can access a rich programme of events to take part in and which offer aspirational prizes that “money can’t buy”.
Through the use of the Customer Data Platform, the information learnt from the fan’s interaction with the team touch points can be mapped and contributes to the construction of a personal and behavioural user database. The fan’s value is identified through a proprietary algorithm: the Fan Performance Index (FPI). This is a dynamic value that rises or falls depending on the fan’s interactions with the team and allows the Club to identify a fan’s value in monetary terms in real time. In this way it can define communication strategies aimed at individual clusters and evaluate specific co-marketing activities with third-party sponsors and brands.
RESULTS/BENEFITS
