For the first time in its history, SSC Napoli was one game away from reaching the UEFA Champions League quarter finals. A result awaited by the club, the fans and the whole city for almost 100 years.

Something that not even Maradona himself was able to achieve during his years playing for SSC Napoli.

This offered Amazon Prime a unique opportunity not only to mark the event, but to use it to strengthen brand awareness in South Italy. In fact, only 1 in 3 people were aware of the brand in the region and, out of those,

just 1 in 2 knew that Champions League matches were included in the subscription.

To celebrate SSC Napoli’s fairytale in the UEFA Champions League, Prime Video decided to make the game accessible to all football lovers in the city. To do so, we created an immersive experience that took place in the beating heart of Naples: the Spanish Quarters. Here, we turned the iconic washing lines into a screen where we projected the match, allowing all fans to enjoy 90 minutes of football, passion and joy. And, most importantly, to witness a legendary moment for their club.

It's difficult to find a place that lives and breathes football more than Naples. Where football it’s part of the cultural fabric of the city and it's played in every alley. The team is worshiped like a religion. And Maradona is still treated like a god. When SSC Napoli plays, the whole city comes to life bursting with energy.

And this passion creates fascination amongst football lovers all over Italy, not just Neapolitans.

In fact, football fans outside of Naples cherish and admire this visceral devotion to the team.

To celebrate SSC Napoli reaching the UCL quarter finals for the first time in its history and create a stronger bond with the South of Italy, Prime Video, Champions League broadcaster, wanted to do something that not only honored the passion of the city of Naples, but that could also hook the interest of football fans all over Italy.

Since most Napoli fans were not able to secure a ticket to watch Napoli reach the quarter finals, Prime Video decided to create a special screen out of the clothes hanging in the washing lines in the Spanish Quarter in Naples. So, the night before Napoli - Eintracht, we set up our clothes, in the shape of a scream, in an alley in the neighborhood. Then we turned on our projector and allowed thousands of locals and fans to watch the game with us that evening.

On game day, our “laundry screen” organically became the most shared football post in Italy.

The activation gained over 4000 shares, more than 2300 comments and 40 million estimated reach.

The instagram pages @CalciatoriBrutti (3,2 million followers only on Instagram) and @CheFaticaLaVitaDaBomber (2 million followers only on Instagram) spontaneously picked up on the campaign and shared it. The post generated over 246.401 likes only on Instagram.

With zero media investment, we generated over 6 Millions impressions.

Ultimately, brand awareness increased +70% awareness in the South of Italy.