Staraoke – Ogilvy Italy 2022 | Clapboard Ad Archive

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Staraoke - Prime Video | Clapboard Ad Archive

Prime Video’s 2022 Staraoke campaign, created in partnership with Ogilvy Italy, redefined experiential marketing in the media and entertainment category by transforming the sky above Rome into an unprecedented interactive stage for the launch of the original film Laura Pausini – Piacere di conoscerti. At the heart of this campaign was a massive drone choreography featuring 500 drones flying over the Archaeological Park of the Colosseum to create a colossal aerial karaoke screen that displayed synchronized lyrics from the film’s original song Scatola. This spectacle, measuring 130 meters wide and 60 meters tall, turned the iconic Roman skyline into the largest karaoke display ever seen, inviting 2,000 fans to sing alongside Laura Pausini herself in a unique communal experience that blurred the lines between performer and audience. Developed over three intensive weeks by innovation agency T3kne in collaboration with Artech and French drone specialists Dronisos, the campaign married cutting-edge automated drone technology with Italy’s rich cultural heritage, positioning Prime Video as a platform that champions both technological innovation and deeply immersive storytelling. By centering the campaign around Laura Pausini, one of Italy’s most beloved celebrities, Prime Video leveraged her persona as an ongoing character, a technique that Clapboard’s FORMAT#8—Ongoing Characters or Celebrities recognizes for its power to drive brand recall and emotional engagement. The campaign’s strategic focus on fan participation amplified authenticity and word-of-mouth potential, making the audience co-creators of the event and amplifying the film’s launch beyond traditional media channels. This live, large-scale stunt was not only a viral spectacle but also a powerful cultural moment that connected digital innovation with real-world community spirit, underscoring Prime Video’s commitment to creating original content experiences that resonate on a global scale. The campaign earns 77/100 in Clapboard’s global creative archive. This campaign matters to the industry because it demonstrates how media brands can harness emerging technologies and celebrity-driven fan engagement to create landmark experiential activations that extend storytelling beyond the screen into shared, memorable real-world moments.

Credits

Client

Prime Video

Agency

Ogilvy

Chief Creative Officer

Giuseppe Mastromatteo

Creative Director

Francesco Basile, Lavinia Francia

Art Director

Stefano Summo

Senior Copywriter

Antonio Mitra

Account Management

Claudio Grandi, Eleonora Guidolin, Michela Galazzo

Post Production

Melina Mignani

Production House

T3kne

Producer

Leonardo Bazzucchi, Valentina Calabrese

Crew

Luca Toscano, Artech FX, Pierre Minaud, E Charlie Pantel, Gaël Fournier

Category Mind Map

48%

The Staraoke campaign by Prime Video, executed with Ogilvy Italy, leverages an innovative experiential approach to launch the original film "Laura Pausini – Piacere di conoscerti." The campaign’s core brand proposition centers on creating immersive, emotionally engaging experiences that deepen the connection between the audience and Prime Video’s content. By transforming the sky above Rome into a massive karaoke stage featuring synchronized drone technology and the iconic voice of Laura Pausini, the campaign underscores Prime Video’s commitment to originality, cultural relevance, and technological innovation. Strategically, the campaign taps into the insight that fans’ emotional investment in an artist drives engagement with related content. By inviting 2,000 fans to participate in a collective sing-along event—even joined by Pausini herself—the campaign effectively mobilized fan enthusiasm as a co-creative force, enhancing authenticity and word-of-mouth potential. The use of cutting-edge drone technology to display lyrics on an unprecedented scale reinforced the narrative angle of breaking new ground in audience interaction, blending digital innovation with a unique cultural backdrop. This creative fusion targeted digitally savvy, culturally connected audiences likely to appreciate experiential storytelling and live engagement, positioning Prime Video not just as a content provider but as a platform that redefines entertainment experiences.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign centers around Laura Pausini, one of Italy's most prominent celebrities, to launch her Prime Video Original film. The campaign notably features her both in the main event—joining her fans in a shared public singing experience—and as the focal point in all communications. The spectacular stunt, with 500 drones and public singalong, actively leverages Pausini’s status, using her fame and presence as the essential draw to create buzz and emotional engagement, making the celebrity herself synonymous with the campaign’s excitement and reach. The narrative does not build a classic plot or a direct demonstration but depends heavily on Laura Pausini’s persona to drive recall and brand association. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Netflix – Market Positioning Netflix positions itself as the global leader in on-demand streaming, focusing on a vast and diverse content library including original productions and localized content. It emphasizes personalized user experiences powered by advanced algorithms and invests heavily in original films and series to maintain subscriber loyalty and attract a broad demographic. 2. Disney+ – Market Positioning Disney+ leverages its strong brand heritage and exclusive access to Disney, Pixar, Marvel, Star Wars, and National Geographic franchises. It positions itself as a family-friendly platform delivering high-quality, exclusive, and franchise-driven content, appealing to all age groups with a focus on brand loyalty and direct-to-consumer storytelling. 3. Sky (Now part of Comcast) – Market Positioning Sky positions itself as a premium multimedia provider combining live TV, sports broadcasting, and on-demand content. It emphasizes exclusive sports rights and high-quality entertainment packages, particularly strong in European markets, blending traditional broadcasting with streaming services to cater to diverse viewing preferences. 4. Apple TV+ – Market Positioning Apple TV+ differentiates through a curated selection of original high-quality programming, leveraging Apple’s technology ecosystem. It targets discerning audiences with critically acclaimed series and films, focusing on premium storytelling, star power, and seamless integration with Apple devices for a cohesive user experience. 5. RaiPlay – Market Positioning RaiPlay serves as the digital arm of Italy’s public broadcaster, providing free access to a broad library of domestic and international content. It appeals to Italian audiences seeking culturally relevant programming, news, and entertainment, emphasizing accessibility, local content production, and public service broadcasting values.

Q: What is Staraoke - Laura Pausini: Piacere di Conoscerti about? A: Staraoke - Laura Pausini: Piacere di Conoscerti is a 2022 experiential campaign created by Prime Video in collaboration with Ogilvy Italy to launch the Amazon Original film about Laura Pausini. The campaign transformed the sky above Rome into the world’s largest karaoke screen using 500 synchronized drones flying over the Archaeological Park of the Colosseum. The drones displayed the lyrics of the film’s original song, Scatola, in a colossal format while 2,000 fans joined Laura Pausini herself in a live singalong event. This innovative activation combined cutting-edge drone technology with a culturally iconic location to create an immersive fan experience. Q: What creative device does Staraoke - Laura Pausini: Piacere di Conoscerti use? A: Staraoke - Laura Pausini: Piacere di Conoscerti employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES from Clapboard’s 12-format taxonomy, which uses a recurring personality or celebrity for brand recall. The campaign centers on Laura Pausini, leveraging her status as one of Italy’s most prominent singers to drive emotional engagement and buzz. Her participation in the live event alongside fans makes her synonymous with the campaign’s excitement and reach. This format relies heavily on the celebrity’s persona to generate recall and brand association rather than a traditional narrative or product demonstration. Q: What is the campaign proposition for Staraoke - Laura Pausini: Piacere di Conoscerti? A: The campaign proposition for Staraoke - Laura Pausini: Piacere di Conoscerti is to create an immersive, emotionally engaging experience that deepens the connection between Prime Video’s audience and its content. By turning the Rome skyline into a massive karaoke stage with synchronized drone technology and featuring Laura Pausini’s iconic voice, Prime Video positions itself as a platform that redefines entertainment through originality, cultural relevance, and technological innovation. The campaign targets digitally savvy, culturally connected audiences who value experiential storytelling and live engagement. Q: How does Staraoke - Laura Pausini: Piacere di Conoscerti rank in Clapboard's archive? A: Staraoke - Laura Pausini: Piacere di Conoscerti holds a Clapboard Campaign Score of 77/100. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s global ad archive. Q: Who are the competitors in Prime Video's category? A: Prime Video competes with Netflix, which leads the market with a vast and diverse content library emphasizing personalized user experiences and original productions. Disney+ leverages its strong brand heritage and exclusive franchises like Marvel and Star Wars to appeal to families and brand loyalists. Sky, now part of Comcast, offers premium multimedia services combining live TV, sports, and on-demand content, particularly in Europe. Apple TV+ focuses on curated, high-quality original programming integrated with Apple’s technology ecosystem for discerning audiences. RaiPlay serves as Italy’s public broadcaster’s digital platform, emphasizing culturally relevant, accessible content for Italian viewers.