1. We changed “Fratelli d’Italia” into “Sorelle d’Italia” for the product TV commercial.2. We asked a well-known singer to record the anthem for her new album.3. We promoted the song included in the album with a radio commercial.4. We invited all Italian women to sing it and upload their videos on YouTube.5. We produced a final comprehensive video clip.

The campaign became a socio-cultural event with:- over 300,000 hits on the 1st week on YouTube.- hundreds of people joined a group called "Sisters of Italy" on Facebook.- politicians, anchorwomen and football players were involved on Radio, Press and National TV.Sales went up 8%.Brand awareness rocketed:with an original investment that reached 1.4 million contacts, thanks to word of mouth, we got FOR FREE 12,4 million additional contacts.