brand_ Mattel
scope_ Product communication, Branded Content and new features launch
date_ Nov 2019

the project_
In 2019, Mattel Italy launched a new version of Scrabble, introducing the possibility of playing in dialect.
At Casa Surace, we developed an online campaign centered around the idea of “Life with and without dialect.”
The hero video, created and published on YouTube and Facebook, surpassed 5 million views.
Alongside this, we created a YouTube tutorial video where we associated the letters of the alphabet (Scrabble’s key assets) with words and sayings from different Italian regions. Additionally, we launched a CTA on Instagram inviting users to share the most common words in their dialect.
The entire campaign had a strong impact in terms of return on investment, not only economically and monetarily but also for gathering valuable insights and content for future product developments.

my role_ creative concept, script writing, brand producer

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