For the launch of the second season of LOL: chi ride è fuori, our goal was to bring a laugh in the most unexpected places.
We soon realized that bringing good humour during hard times is a superhero feat.
The superheroes of laughter
We announced the cast of the show through a special deck of cards that contained clues to their identities, revealing them on Prime Video’s social media through an influencer campaign.
Taking advantage of Spotify’s algorithm, we created ads targeted towards the listeners of depressing music, with Lillo’s voice interrupting the sad streaming with an invitation to have a good laugh.
We put a series of tailor-made ads in offices, public transport shelters, subway stops and train stations, inviting people to scan a QR code to access some extra content of the show to put a laugh on the boring daily waits.
You have been waiting for your train for so long that your clothes have gone out of fashion?
Scan the QR code and wait with some extra content from LOL - Chi ride è fuori.
Scan the QR code and wait with some extra content from LOL - Chi ride è fuori.
Finally, a challenge took place at the Central Station in Milan: a few minutes for anyone who wanted to try and make some of the most serious people in Italy laugh.