Creative - 06.07.2023


In the heart of the 106th edition of the Giro d’Italia, Intarget had the honor of working alongside Faema, for the second consecutive year, in a partnership that achieved new milestones in the world of digital marketing and print. On this unique occasion, we implemented an integrated communication strategy designed to engage the end user in a compelling narrative rich with passion.

Our campaign came to life through a challenge launched on the Strava app, involving over 29,000 participants in a virtual race with a noble charitable goal. This initiative, supported by targeted digital communication, achieved an unprecedented milestone of 7 million kilometers covered in less than 16 hours, reaching over 2.4 million users and generating over 1.2 million video views.

In Milan on June 29, 2023, we celebrated not just a collaboration, but a shared journey with Faema, tracing the iconic stages of the Giro d’Italia. Our strategy included the activation of various digital touchpoints, a print campaign, bespoke content creation, and a Strava challenge that exceeded all expectations, showcasing the immense power of engagement within the cycling community and collective passion.

Faema’s challenge, focused on fundraising for World Bicycle Relief, demonstrated how sports and solidarity can unite to make a difference, engaging cyclists of all levels in a common cause. Our partnership shed light on tales of enterprise and passion, conveyed through content produced by InStudios, our in-house production studio, and amplified across digital and print channels.

Marta Kokosar from the Cimbali Group emphasized the importance of coffee in Italian culture and its intrinsic connection to cycling, celebrated through our participation in the Giro. This event provided an opportunity to explore and share the collective and intense passion for coffee and cycling.

Our strategy also involved activating influencers within the sports realm, who participated in the Faema challenge as key ambassadors. This approach yielded significant results in terms of impressions, video views, and interactions, further amplifying the campaign message.

Damiano Antonelli, Chief Creative Officer, highlighted how trust and collaboration with the client were fundamental to the project’s success. The content-focused strategy maximized each touchpoint, making the communication highly relevant to the target audience.

The partnership between Faema and Intarget not only strengthened our presence in the world of the Giro d’Italia, but also showcased the power of integrated communication and a well-crafted strategy. We are proud of the results achieved and the impact we were able to make, together, for the communities supported by World Bicycle Relief.