Eurospin x Valeria Angione
Client: Eurospin
Occasion: Branded Content Integration – Theater Tour
Partner Talent: Valeria Angione
Agency: Musa
CHALLENGE
Identify a creative and credible way for Eurospin to speak to a younger female audience, building brand affinity while remaining relevant and consistent with its value-driven positioning.
SOLUTION
Musa identified the perfect match between Eurospin’s accessible, everyday appeal and the ironic, authentic tone of voiceof digital creator and performer Valeria Angione.
The solution? An authorial product placement designed specifically for the sold-out theater tour “Binario 29 e 3/4” — a format that blends storytelling, comedy, and generational insight.
Within the show, Eurospin was featured through a custom-written sketch, perfectly aligned with the narrative and tone of Valeria’s universe, ensuring the brand’s presence felt natural, smart, and engaging for the audience.
RESULTS
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Over 15,000 participants across multiple sold-out live shows
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Generation of organic UGC content shared by fans during and after the events
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More than 400,000 views across digital touchpoints connected to the activation
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Strengthened brand relevance among young, value-conscious women
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Positive feedback from both fans and press, highlighting the originality and authenticity of the integration