The assignmentDainese wanted to tell everyone in Madrid that they were opening the new Dainese D-Store Madrid. They asked us to organise a campaign for them to do so.
The objectiveGet people's attention to generate traffic to the store on its opening day. To do this, we created an ad hoc campaign.
The ideaExploiting the fact that Dainese has a highly characteristic logo that could be seen as an extra-terrestrial being, we decided on an online invasion of Madrid. We created an advergame that used Google Street View, in which users had to capture all the invaders in their path and then cash them in for incredible prizes; helmets, gloves, jackets and even a made-to-measure suit. The more invaders they captured, the better the prize! Everyone who wanted a prize had to come to the Dainese D-Store Madrid on the Opening Day.
The strategyTo launch the campaign, we decided to centralise everything on Facebook. It was a good way to collect fans and get ourselves noticed, so the advergame only worked via Facebook Connect. We also contacted influencers from the motor sector, who helped us to get our message across.