Branded entertainment in Italy takes place only on paid TV where brands have the chance to provide contents - developed around their positioning- thus indirectly promoting themselves.

However the product (or brand) presence is strictly ruled by legal terms (product placement): only a few shots with the product in use or with the logo inserted in the content (which usually is a format).

Besides this, the common promotional activity comes before or after the format broadcasting. Even if penetration of pay TV is growing, this way to promote brands still represents a niche, compared to classical TV investment on main stream TV.

Levissima is a mineral water springing from a glacier in northern Italy. This untouched source gives it the purity we find in every spring. With this live installation, we allowed consumers to experience the main quality of Levissima, in a simple but engaging way. We took advantage of the high temperatures of that period to show the benefits of the product, bringing for the first time the freshness of a glacier directly into the streets.

The live installations lasted just one day, in wich over 5000 people interacted with them, enjoying Levissima's freshness, taking many pictures and videos, and bringing along with them samples of the product. During the day over 10.000 bottles of water were taken by the people to refresh themselves. The viral video, with over 420.000 views on Youtube, helped the Facebook fanage to recruit over 60.000 fans in one month. It also entered the Google case history as one of the Italian videos with the longer time of stay per view.