Campaign details

Brand: Wiko
Brand owner: Tinno
Lead agency: Media Club
Contributing agencies: GroupM ESP
Country: Italy
Industries: Mobile handsets
Media channels: Social media, Sponsorship -  event, property, Television
Budget: Up to 500k

Executive summary

As the main sponsor of La Notte del Maestro, Wiko – a new brand in the Italian competitive mobile market – gained in brand awareness thanks to the event's visibility and affinity with the target.

Wiko is a French mobile company that entered the Italian market in 2014. In an industry led by big brands such as Apple, Samsung and Huawei – that together represent 79% of the market in terms of unit sales – Wiko needed to raise brand awareness to gain market share, especially in the €100-200 price cluster.