At Havas Media Network, we invest in media that matters.
We understand where to find the most meaningful media using our unique Mx system. We build a Media Experience (Mx) that connects a client with their target audience – in the context of where they are, through the content they pay attention to.
Because we believe that more meaningful media can help build more meaningful brands.
Learn moreAccording to the Global Gender Gap Report 2023, equality between men and women will be reached in 131 years. There needs to be a change, fast. And TIM wants to be a part of it. Out of this imperative was born ‘Equality Can’t Wait’: the integrated campaign in which TIM goes to bat for women’s empowerment. A massive campaign on social media, in print, and on highly visible billboards, revealed the dramatic data on inequality. The partnership with DonneXStrada made TIM stores a place of protection. The Women Plus app connected women with the world of work. And a major advert directed by Giuseppe Tornatore metaphorically showed the struggles of women in everyday life.
At the beginning of 2024, from the union of the expertise of Mediobanca and CheBanca!, Mediobanca Premier is born: a new brand of the Mediobanca Group with the ambition to become a leader in the upper-middle segment of the investment market. Havas Media managed the planning and development strategy for communication to reach a new and highly targeted audience through various media channels. TV, digital, OOH, and print are the main channels through which the launch activity of the new brand was conveyed, with radio supporting some more tactical product communications.
Ultima has a goal: to become a well-known brand among the target audience of ‘Pet Parents’ through a campaign promoting the adoption of animals that can make us #MoreHuman. The More Humans campaign by Ultima, launched in September 2023, utilized various video channels to capture the audience’s attention with the short film at the heart of the communication: TV, Non-Linear TV, YouTube, and Social Media. Video formats that convey the joy and emotion of life with a pet, highlighting how their presence and affection can warm our lives and always bring a smile to our faces.
#TakeEatEasy is the official hashtag of Saikebon: it invites to take life with easiness and simplicity, by finding quick and easy solutions in doing things. Campaign’s objectives: visibility, awareness and coverage increase on the target "Urban Taster", built thanks to the proprietary platform Converged. Preroll/inread placement with special support, for the mobile part with Teads’ vertical video, for the Desktop part with the creation of custom formats. The plan included the use of Hypertv technology, which allowed custom formats never adopted before on STAR’s online video plans. Results: 73% completed view rate and average viewability of 78%. The best performing format was the preroll/inread which, thanks to its positioning within the contents with a high meaningfulness score, has obtained a greater completed view rate (80%) and higher CTR (0.93%).
In March 2021, Michelin launched in Italy “Motion for Life”, an institutional campaign with several multi-ethnic spots at its center: from Paris to Ouarzazate, from Mumbai to Tulum, by car, motorcycle, metro, bicycle, and even by plane. Highlighting the role of Michelin at the service of "a world in motion", the goal was to affirm the brand as a reference point in the industry by leveraging on key concepts such as attention to the environment, care for materials, and adaptability to various climatic conditions. The use of multiple creative assets allowed to diversify the message by embracing different topics following the characteristics of each person. The campaign, aimed at a wide target, synergically used TV, online video, and social, and developed not only high visibility but also the right meaningfulness necessary to consolidate the brand.
In the second half of 2020, together with U-Power, we planned an important campaign to launch the clothing line in various markets: Italy, Spain, and France. The campaign was planned on TV, digital media, and the press. It benefitted from the visibility of a very famous testimonial in Italy, Diletta Leotta, who also launched a viral campaign that gained a great resonance on social media. The spot, among the most appreciated and remembered of U-Power, has contributed to giving the brand visibility also for product lines related to clothing.
CheBanca! in recent years has become very close to the world of investments and financial advice. With "Alza la tua visione" campaign, we wanted to share this new role of the bank in an even more consistent way. A campaign aimed at a very specific target, which through the use of multiple media, traditional and digital, succeded to develop not only high visibility, but also the right relevance necessary to consolidate the repositioning of the brand. Tv, Radio, Out of Home, Print and Digital are the main assets of communication.
During the first lockdown of 2020, car dealers were closed to the public, leading many competitors to suspend all media activity. KIA has instead found new communication solutions with the #iorestoacasa campaign, allowing users to configure the car online, book it by blocking the price and go to the nearest dealer to finalize the purchase, once they would reopen. The planned activities have positively impacted on the results of April (when the market recorded -98%) generating +7% on the estimates and +30% on the closed contracts.
To communicate its commitment to being increasingly sustainable, Tetra Pak® launched the global campaign "Go Nature. Go Carton." whose Italian version focused on CO2 emissions, a topic particularly relevant for Italians. The campaign included multimedia planning on TV, print and digital, and it was on air until July 2021. It was targeted towards two complex groups to reach: on one hand, opinion leaders, decision-makers, and potential new customers; on the other, prosumers, namely individuals sensitive to sustainability in their daily choices. The media campaign was completed by pre-post research that confirmed its success and the perception of Tetra Pak® as a brand that cares about future generations.
