© Serviceplan Group 2022
Challenge
Break new ground with UnipolMove
In April 2022 the time had come: Italy's last monopoly fell. Electronic toll collection on motorways. With UnipolMove, the Unipol Group - market leader in the insurance business in Italy - is entering the world of electronic toll collection.
Our task: launch a new product in a monopolistic market and sell at least 300.000 electronic toll devices.
The campaign should be distinctive and of high quality in order to reach the target group we are aiming for: from the total number of car owners, we identified the UnipolMove Innovators, 9 million Italians, highway travelers as well as users of digital services.
SOLUTION
A new journey into the world of mobility innovation begins
We have chosen a famous Italian swimmer, Olympic champion Gregorio Paltrinieri, to represent the new UnipolMove brand. To implement our idea, we turned a motorway into a swimming pool and let Gregorio Paltrinieri compete against the old monopoly brand. The powerful concept behind it is that we cannot improve by only competing against ourselves. It's the comparison that makes us better. Something a monopoly can't have.
So the introduction of UnipolMove benefits everyone and advances the market as a whole. Just like the last claim says: UnipolMove. Moving Beyond.
To maximize video reach and views, as well as reach-qualified website traffic, we delivered a display campaign using audience-based planning and increased performance with advanced retargeting.
Key Facts
„We built our strategy on the idea that comparison makes us better. No world other than sport teaches us how important this is: the alternative and the comparison allow us to bring out the best in ourselves. And keep going.“
Strategic and creative concept, plus support to the whole campaign
Serviceplan
Key Takeaways
#1
To think of mobility as a holistic and
revolutionary, integrated system.
#2
Data-driven communication is very
effective in addressing the right users in
a targeted manner.
#3
Honest competition always pays off.
Awards
Touch Point Awards Strategy 2022
1.Place “The best new brand”
and “La Premiere Fois”
54° Key Award & 9° Radio Key Award 2022
1. Place “Integrated Campaign Category”
NC Digital Award 2022
1x Gold “Integrated Campaign
B2C I Travel, Transport, Tourism
Category”
Italia Che Comunica Awards 2022
1x Silver “Integrated Campaign Category”
Let's get in touch with us!
Greta Bottini & Ilaria Mosca
Mediaplus Italy & Serviceplan Italy
Let's get in touch with us!
