Morellato has chosen IAKI to develop the Project Heroes 2012, an unconventional marketing, Social Media Marketing and tour planning initiative. Nicoletta Caluzzi, President of IAKI, tells us how it went.

What’s Sector Heroes?

It is an initiative by Sector, brand of the Morellato group, which tests the skills and the spirit of adventure of ordinary people, adventurers and brave. An  unconventional territorial tour with the aim of enhancing the values of the Sector watches: indestructibility, Italian Design, Sport, precision and performance, not just the brand values, but also the communication objectives of the brief that was given to us.

Were there any pillars to stick to?

Yes, of course, we had to think of a single path that took into account certain requirements:

• the concept of challenge with themselves and with the nature on the Italian territory.
• The design of a journey that touched the four elements of nature that are also the brand values: water, earth, rock and asphalt.
• The drive to continue sharing through social networks.

How did you tackle this brief?

IAKI has designed a unique path in true Italian style that was a competition, but also a cultural journey. IAKI came up with the idea of a  survival race of fifteen days, four teams of heroes with only 15 euro in their pocket every day. A competition started in Milan on June 19 and ended on July 3 at the Jazz Cafe in Milan. A survival kit branded Lotto Sport Italy & Intersport, a clock Sector per person, medical insurance Europ Assistance, and a smartphone Nokia Lumia 710 with which the team have spread steadily videos, photos and goodies to keep the public up to date, were some of the background elements. IAKI has so designed an unconventional marketing project with a territorial tour in Italy that involved four special challenges organized entirely by the agency:

• Claviere tibetan bridge for the Rock challenge.
• The BMX challenge in Ceva with Alex Barbero for the Earth challenge.
• A sailing course in Savona for the Water challenge.
• A Gokart race in Ottobiano for the Asphalt challenge

In addition to the special challenges the heroes also had the opportunity to visit monuments, cultural sites and unforgettable landscapes during the intermediate stages, stages that did raise the score of the team in the final standings. Heroes Sector 2012 has been a challenge out of the ordinary for ordinary people, where the only goal was to challenge themselves. This is the solution of customer engagement online / offline that IAKI has designed for Sector.