Free-standing household appliance maker Indesit, who sponsors Arsenal F.C., A.C. Milan and Paris Saint-Germain, has unveiled a new football campaign: Support your Hero.
Planned by Carat, fans will be able to take part on the brand’s website or on Facebook between today and 15 April.
Marco Rota, Indesit company brand and consumer marketing director, said: “This project is another great challenge that shows how sponsorships, for Indesit, are terrain for engagement and not simply a way to boost brand visibility.
“Indesit’s female target is made up of mainly young and forward looking women who are interested in technology, who are also the women most passionate about football. It was our analysis of this target (interests, habits and behaviour with respect to the media) that made us choose an integrated digital platform (social & web) as our instrument of interaction.”
JWT Italia created the creative concept and developed the creative assets while MRM followed and produced the web design project.
Women will be able to register their “football hero” and build up a group of die-hard fans for them. Every registered hero will be presented with a photo, a description and a passionate claim.
Registered “couples” will invite people to become fans and support them throughout the competition.