FAEMA AND INTARGET: A RECORD OF SUCCESS AT THE GIRO D’ITALIA
A project that combines innovation, creativity, and a deep synergy between Faema and Intarget, culminating in successful results through digital and field initiatives that have engaged cycling fans and enthusiasts worldwide.
The collaboration with the Giro d’Italia: A journey of emotions and engagement
The partnership between Faema and Intarget has grown stronger over the years, with the Giro d’Italia as the ideal setting to convey shared values of passion, authenticity, and dedication. The brand, an icon in coffee machines and a prominent player in cycling during the 1960s and ’70s, returned to its roots by sponsoring the Giro d’Italia, aiming to connect with today’s cycling communities.
The Strava Challenge initiative brought together over 29,000 participants, with the goal of collectively cycling 120,000 km, which was surpassed in less than 16 hours. By the end of the two-week Challenge, the community had covered 7 million kilometers, raising funds for World Bicycle Relief, an organization that, for 19 years, has provided bicycles to developing countries, offering vital transportation in rural areas where distances challenge access to education, healthcare, and markets. This challenge demonstrated the power of digital engagement, bolstered by content from influencers like Flavio Valabrega. The campaign reached 2.4 million users with over 1.2 million video views.
2024 marks the third year of collaboration, during which Faema launched an integrated campaign focused on an engaging narrative, developed across digital touchpoints. The social media campaign, with Instagram at its core, totaled over 4.9 million video views and reached more than 2.5 million users, further solidifying Faema’s presence within the cycling community, enhanced by the involvement of cyclist Alberto Bettiol. Also in 2024, the company renewed its commitment to World Bicycle Relief, directing funds raised during the campaign to the organization.
The Strava Challenge again activated a global community, with 28,600 participants who collectively cycled 7,076,287 km. The campaign’s engagement was amplified by integrating charitable goals and influencer participation, reinforcing the brand’s mission of combining sport and solidarity.
The success of the Leica x Faema Exhibition
Faema collaborated with Leica for a traveling photo exhibition, covering eight stages of the Giro d’Italia 2024 and capturing unique moments through artistic shots. To promote the exhibition, the Intarget team created a teaser and launch video, inauguration day video coverage, Stories with influencers, artist interviews, and a DOOH campaign in Milan.
The exhibition was a great success, generating over 6,500 social interactions and achieving a positive sentiment. The strategy, boosted by Meta campaigns, expanded the event’s visibility, reaching 3.8 million users and over 7 million impressions, further strengthening the association between Faema and the Giro.
Awards and recognitions: The strength of a winning partnership
In 2023, the “Ride with Faema” campaign won Bronze at the NC Awards in the “Holistic Campaign for Electronic and Audio/Video Devices” category. In 2024, the same campaign reached new heights, winning Gold at the NC Digital Awards for its integration of creativity, innovation, and digital strategy. These awards underscore Intarget’s ability to design campaigns that meet client objectives and inspire audiences.
Voices from the team
Damiano Antonelli, Chief Creative Officer of Intarget: “We are proud of this new victory, born from the synergy between creativity, technology, and strategy, which allowed Faema to strengthen its digital presence and reconnect with a global community.”
Debora Gerini, Creative Director of Intarget: “This award is a further confirmation of Intarget’s ongoing commitment to creating valuable projects for its clients, capable of inspiring and engaging the public.”
Project credits
Executive Creative Direction: Damiano Antonelli
Creative Direction: Debora Gerini
Art Directors: Simona Termine, Francesca Chiarugi
Copywriters: Elena Starace, Andrea Memmo
Creative Strategist: Cesare Fedele
Content Manager: Jessica Minuti
Influence Marketing Lead: Bruna Fusco
Head of Content and Social: Raffaella Pierpaoli
Client Director: Giulia Perdoncin
Project Manager: Inês de Jesus
Director of Photography and Photographer: Giulia Colombo
Production and Post-Production Studio: Instudios
Media Agency: Intarget
Client: Cimbali Group
Looking ahead: Creativity and innovation beyond the Giro d’Italia
While the sponsorship of the Giro d’Italia concludes, the collaboration between Intarget and Faema continues through new projects guided by a shared commitment to innovation and creativity. The partnership now aims to explore other initiatives that celebrate coffee, sport, and Italian culture, enhancing the brand’s identity and strengthening its connection with global communities.
