Uruk signs the success of the new Smart. More than 1.5 million views for the web series The Jackal.
29/05/2015

(ADV Express)

To promote the launch of the new fortwo and forfour, the Roncaglia Group agency specialised in viral videos, designed and produced a web series that was literally a smash hit on the Web. The promo and five original episodes, online since last 3 February on YouTube, generated more than 1.5 million views with respect to the 350 thousand guaranteed, more than four times exceeding the initial goal, with +328% guaranteed views. Also worthy of note, more than 18 thousand 'likes' for the videos on YouTube, over 14 thousand 'likes' for the content shared on Facebook and a wide dedicated press coverage.

In an era when advertising has moved into the Internet, it has become increasingly important for a brand to show their products online, to captivate the interest of the major bloggers and digital influencers, to create buzz around the campaign. That's exactly what happened during the last smart Italia (Mercedes-Benz) campaign, which for the launch of the new fortwo and forfour and to present the innovative features of the German city car, chose Uruk lab, the new seeding agency of the Roncaglia Group (created in late November 2014), specialised in the distribution of viral videos.

The expression 'seeding agency', which defines the position of Uruk, literally refers to the operation of 'sowing', i.e. to the activity intended to place creative content on the Web, through a network of bloggers and influencers with the aim to have it published in their blogs, websites or forums, to generate word of mouth, starting a viral spread of it. In other words, the 'seeding' activity can be compared to that of 'media planning' in traditional communication, with a much larger potential.

To achieve the best possible result in terms of viral spread of the contents published, for the smart campaign, the Roncaglia Group chose to involve the team of designers known as 'The Jackal', famous for some very successful video parodies, with the intention to stage a funny and quirky web series that revolved around the cars promoted.

In particular, the viral marketing operation, which reached and successfully passed the targets set, was aimed at communicating to users the launch of the new smart and of the first online booking portal for cars, where you can book your car with a few clicks. 

Thanks to the intense and widespread seeding activity planned by Uruk lab and the wide fan base of The Jackal, the promo and five original episodes, online since 3 February on YouTube, generated more than 1.5 million views, exceeding over 4 times the customer's initial goals with a +328% of guaranteed views. A good investment considering the results obtained. Also worthy of note, more than 18 thousand 'likes' for the videos on YouTube, over 14 thousand 'likes' for the content shared on Facebook and an extensive press coverage in blogs, industry portals and online newspapers.

"By producing a viral video – explains Salvatore Tomasello, Managing director of Uruk Lab - we can describe a brand and guide its campaign on the web, pushing the content on the Internet to intrigue the public, inviting users to participate in the campaign. The goal is to generate word of mouth, thus triggering the viral spread, maximizing the communication and marketing results". 

The Roncaglia Group immediately embraced the new smart - The Jackal combination, firmly believing in its viral potential and, on the side lines of the success of the campaign (the First episode of the web series, already in the first 48 hours scored more than 300 thousand views) its foresight was confirmed. 
Nowadays, communication tends to cross the boundaries of traditional advertising to explore alternative media and methods, with surprising results. Increasing investment in viral marketing by companies belonging to various sectors, from automotive to fashion, passing through food, are proof of this, a trend that the Roncaglia Group has been capable of exploiting, giving life to Uruk lab, eighth agency of the group. 

"The web and social networks in particular – explains Armando Roncaglia  have revolutionised the way of communicating, now video advertising is the future, and whoever is not capable of riding this change is likely to remain far from successful. You can only get to seize the immense opportunities that this sector offers thanks to the combination of up-to-date professionalism. To think that each month, only on YouTube, videos are displayed for six billion hours, gives you an idea of how many opportunities there are for companies that, with courage, decide to try their hand in this field, reaching a vast audience whose interests, gender, age, and geographical origin can be easily profiled. With this background, our Group is always ready to welcome new technologies and exploit the innovations of the communication market to make the most of them and always offer its customers successful campaigns. "

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