From Tuesday to Saturday, 6–10 February, Marlù Webboh Vibes will take place during the Sanremo Festival. This true novelty involves a happening show with 20 hours of pure entertainment set on a truck transformer in the Festival Village, located in the Villa Ormond Park in Sanremo.
Webboh — a Mondadori Media brand and the first Italian community dedicated to Gen Z — and Marlù — the jewellery brand developed through the creative initiative and partnership of sisters Morena, Monica and Marta Fabbri — will animate the stage from 2:30 to 6:30 p.m. during the five days of the Festival, with talks and live shows featuring singers from the Sanremo competition, young musical talents, creators and the most popular TikTokers of the moment.
In addition to real-time social media commentary, a special website and organic amplification by the creators, the event will also be streamed live to capture the highlights and engage home audiences.
The show will unfold in three specific moments. The first is a salon hosted by Jody Cecchetto and the two faces of Webboh — Arianna Madonna and Claudia Mariani — who will host the singers competing at the Sanremo Festival. The second is a Talky Time dedicated to fun Sanremo-themed games and challenges, but also to serious current social issues, in the company of ACapoDelGlobo, Ramon Agnelli, Arienne Makeup, Giulia Bellu, Diletta Begali and Ella’s Books and the Opposite, all creators and talent from the Power Talent Agency roster. Finally, the third is ‘Unplugged – Spazio al talento’, a real showcase for established and emerging singers, presented by Andrea Prada.
Expressing the words of artists and singers who can make a difference, the stage at Marlù Webboh Vibes will be tinted every day with a colour symbolising the topic being addressed: environmental protection (GREEN), eating disorders (PURPLE), discrimination of LGBTQ+ people (PINK), animal protection (RED) and bullying (BLUE).
On Wednesday 7 February, to commemorate the International Day Against Violence and Bullying, the results of a survey conducted by Webboh Lab will be presented directly from the stage of Marlù Webboh Vibes, delving into the causes and effects of a social phenomenon that seriously affects young people today. The National Centre Against Bullying Bulli Stop, which already works with Webboh, will take part in ‘Talky Time’.
The commitment of Webboh and Marlù to such topics does not end there. As part of the initiative ‘Le parole possono fare la differenza’ (‘Words can make a difference’), the singers and guests being interviewed will be asked to leave a meaningful sentence or word. For their contribution, Jody Cecchetto will present the ‘Marlù per il sociale’ (‘Marlù for Social’) award. On Saturday 10 February, the last day of the event, Lorenz Simonetti (a creator and young singer-songwriter famous on social networks) will present the song ‘La Canzone di tutti’, which sets to music the most meaningful words expressed not only by the artists, but also by the public.
The collaboration between Webboh and Marlù — realised thanks to Brand On Solutions, a unit dedicated to special initiatives by Mediamond, the Mondadori and Mediaset advertising company — is a true integrated partnership. From naming of the event to the creative concept, to the coordinated image across communication platforms, to the amplification of Webboh on social media and the creators involved, the aim is to reach and raise awareness among the broadest Gen–Z audience possible with exclusive, specifically developed value-based content.
To maximise communication in promoting Marlù Webboh Vibes, Mondadori Media has involved social media, the Webboh brand website and the Mondadori Media network, as well as the creators and talent of Power Talent Agency. It has also overseen coverage in the country in collaboration with the Festival Village, sponsored by the City of Sanremo, both within the Village and on maxi-screens positioned in strategic squares of the city.
Entrance to the Festival Village is free of charge. Registration at https://www.ilvillaggiodelfestival.it/registrati/ is recommended.
Webboh is the social media platform for Gen Z. Created in April 2019, it has been part of Mondadori Media since February 2023. It currently has a fan base of 4 million followers across TikTok, Instagram and YouTube, 70% of whom are under 24. The website receives 3.7 million unique users per month (source: Audicom, November 2023). It is one of the top ten most influential Italian social media companies, as well as the first targeting Generation Z for engagement and video views (source: Top Italian Prime Communication Media Rankings by Sensemakers). The topicality, authenticity and interest generated by the content is guaranteed by its bottom-up editorial model: the community is involved in every part of the creative process.
Marlù was founded in 2001, growing out of an innovative entrepreneurial and creative idea by sisters Morena, Monica and Marta Fabbri. In just a few years, it conquered the leadership of an unexplored product category — in terms of price range and material — outside the traditional fashion and fine jewellery sectors. It presents a new way of thinking and creating fashion accessories and offering exclusive creations and products to anyone wishing to wear something unique and personal. Marlù’s strong presence in Italy has developed into a network of proprietary retail shops through single-brand stores in Riccione, Naples, Catania, Bari, Molfetta, Caserta, Trapani, Matera, Rome, Florence, Rimini, Bologna, Verona, Parma Piacenza, Reggio Emilia, Palermo and Milan. Today, the Marlù group has more than 400 employees, a distribution network of nearly 50 single-brand shops and more than 1400 multi-brand shops including corners and spaces