RAI - CHILDREN & YOUNG AUDIENCES - The Sea Beyond
The strategic promotional campaign for The Sea Beyond was a cross-media, multi-platform project featuring original content that unfolded in an escalating wave of interest and attention. This momentum culminated in two major releases on the platform, on February 1st and 14th. The campaign was fully integrated, leveraging dedicated promotional spots on linear television, while simultaneously activating a variety of social media profiles to boost the product’s visibility and engagement across digital channels. The effort effectively combined traditional and digital media strategies to maximize audience reach and interaction.
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TV Campaign
The Sea Beyond, literally "The Sea Outside", follows the story of a group of young people serving time in a juvenile detention center. To capture the essence of the many characters in the series we created a multi-subject promo, featuring intimate portraits shot on location. These portraits go beyond mere images, they offer a glimpse into the souls of the characters, providing an emotional window into their inner worlds. This visually striking and emotionally charged campaign transcends the usual boundaries of TV promos, revealing the desires and struggles that shape each character's storyline. Fans, eager to uncover these stories, have engaged deeply with the campaign, which has generated a powerful response across social media platforms. In front of the camera, the actors embody the conflicts and dilemmas their characters faced at the end of the last season, while a voiceover reflects their inner thoughts. On the final screen, a series of words describing their emotions flash quickly, leaving the word "Inside" steady until it transforms into "Outside"—a clever play on the series title Mare Fuori (The Sea Outside). The campaign tagline reads: "We all have something INSIDE. We all have the Sea OUTSIDE."
Social Media Campaign
The social media strategy for Mare Fuori 4, from January 10 to February 14, 2024, was a cross-media and cross-platform narrative of original content and references to the platform, building up in an escalation of interest and attention, culminating in two releases on the platform (February 1 and February 14)
The community is mature, and the supply and demand for content have reached a point where there is room to open The Sea Beyond’s vertical profiles on the most effective and targeted social networks: Instagram, Threads, and TikTok. The launch of these new channels played a crucial strategic role, not only by increasing The Sea Beyond’s overall visibility but also by creating opportunities for more targeted types of content and engaging fans in diverse ways. Additionally, content collaborations with other Rai accounts (RaiPlay and Rai2), as well as the talents involved, are initiated from the The Sea Beyond’s accounts.
