#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.