Wired Italia and TBWA\Italia have hacked the reviews of hundreds of products and online activities (on Amazon, Tripadvisor, Google, and others) to inform and raise awareness among Italian voters, who are called to vote this weekend to elect candidates for the European Parliament. Despite thousands of election-themed articles being written in recent weeks, very few have been read. According to a Censis report, Italians have become more distant from political news in recent years.
At the same time, some research indicates that 99.75% of consumers read dozens of reviews every day before purchasing a product or choosing an activity or location to visit.
In response to this, Wired Italia and TBWA\Italia have decided to bring important information to where people are most likely to read it: in reviews.
Credits:
Advertising Agency: TBWA\Italia
Chief Creative Officer: Mirco Pagano
Creative Directors: Frank Guarini e Vittoria Apicella
Art Director: Luca Attanasio
Copywriter: Debora Crestale
Chief Strategy Officer: Michael Arpini
Head of Innovation: Luca Lilla
Junior Planner: Leonardo Chiarappa, Federico Ferraris, Sarah Corleta