Submitted by OgilvyAgency IPI Score 95/100

Staraoke

PR & Communications

Ogilvy Italy flew 500 drones over the Colosseum to create a sky-scale karaoke screen for 2,000 fans, launching Prime Video's Laura Pausini film.

500drones
2,000fans invited

Case in 60 seconds

Prime Video needed to launch a film about one of Italy's biggest pop stars, Laura Pausini, with a moment that matched her cultural weight.

A star of Pausini's scale calls for a public event big and novel enough to reflect her profile and excite her fans.

Create the first ever karaoke in the sky, projecting song lyrics above Rome for fans to sing along to.

Ogilvy Italy flew 500 drones over the Colosseum's Archaeological Park to form a sky-scale karaoke screen and invited over 2,000 fans to sing along beneath it.

The agency reports 500 drones and 2,000 fans at the event. These are event-scale figures, not media-reach numbers, and the broader audience impact is not documented. Detail is self-reported and not independently verified here.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Fans of Laura Pausini and Prime Video audiences in Italy who follow one of the country's most loved pop singers.
A launch for a beloved national star risks feeling ordinary unless the moment matches the star's stature.
Streaming launches need cut-through public moments, and the event had to feel worthy of Pausini's profile in Italy.
Prime Video positioned the launch as a landmark cultural event, tying its film to a spectacle over one of Rome's most iconic sites.
A novel, participatory spectacle in an iconic location gives fans a reason to show up and share, turning a launch into a communal celebration.

Creative & Execution System

Assets & channels

  • 500-drone aerial light display
  • Sky-projected song lyrics forming a karaoke screen
  • Live outdoor fan event at the Colosseum's Archaeological Park

Partners

  • Ogilvy
  • Amazon Prime Video

Participation mechanic

  • Over 2,000 invited fans sang along to Pausini's music beneath the drone display

Creator role

  • Not disclosed

Why Ogilvy's strategy worked

  1. 1

    Matching the scale of the stunt to the scale of the star made the launch feel worthy of Laura Pausini's profile.

  2. 2

    Turning 500 drones into a sky-scale karaoke screen created a genuinely novel, ownable spectacle.

  3. 3

    Staging it over the Colosseum tied the moment to one of Rome's most iconic and shareable landmarks.

  4. 4

    Inviting 2,000 fans to sing along turned a launch into a shared, participatory event.

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