2023: Despite major innovations that help us save time in various areas, some people still waste time unnecessarily waiting in line at the toll booth.

After an epic launch for UnipolMove, it’s time to get closer to the target audience, reaching these drivers and convincing them to switch to the alternative in the toll payment market.

All with a threefold communication objective: maximizing campaign coverage nationwide, entering the potential consumer’s consideration set, and generating engagement from users exposed to the ads.

To reach an increasingly wider audience, we launched a social and radio influencer marketing project, complemented by activities on the ground where the service is most used: the highways.

UnipolMove gave the floor to those who have no time to waste—neither in daily life nor on the highway: Il Milanese Imbruttito. With a direct question, he addressed all drivers: “Why not get UnipolMove?”

With his characteristic mocking tone, Il Milanese Imbruttito created 2 super ironic video reels, several radio spots where Germano spoke directly to drivers, and we also added an ironic invitation to get UnipolMove on the back of 21 trucks that traveled Italian highways for three months.

This resulted in a true integrated campaign to expand the social fan base and improve UnipolMove's awareness. Through various touchpoints (Instagram, Facebook, Radio and Spotify, Trucks, and Autogrill), we reached the target, speaking their own language.

Thanks to this campaign, not only did we increase brand awareness, but we also saw a rise in sales and website visits.