Banca Intesa Promo, Case study SHARING CONFIDENCE by MEC Milan

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Industry Banking, Banking & Financial Services
Media Promo & PR, Case study
Market Italy
Agency MEC Milan
Client Service Director Marina Pollina
Released March 2009

Credits & Description

Category: Best Use of Integrated Media
Product/Service: BANK
Date of First Appearance: Mar 21 2009 12:00AM
Entrant Company: MEC, Milan, ITALY
Entry URL:
Strategic Director: Julian Prat (MEC)
Strategic Planner Manager: Valeria Mares (MEC)
Client Service Director: Marina Pollina (MEC)
Chief Executive Officer: Matteo Cardani (MEC)
Media placement: Social Networks - Youtube And Facebook - 08/03/2009
Media placement: Seeding Activity - Main Blogs And Forums About Movies - 08/03/2009
Media placement: Dedicated Website - Per Fiducia /Sharing Confidence - 15/03/2009
Media placement: SEM - Google - 15/03/2009
Media placement: TV - Public TV + Sky - 22/03/2009
Media placement: Print Dailies - Main Dailies - 22/03/2009
Media placement: Web Campaign - Main Dailies - 22/03/2009
Media placement: Cinema - More Than 3.200 Multiplex - 29/03/2009

Results and Effectiveness
In just a month: More than 75,000 views on YouTube More than 500,000 unique visitors on, even more than on LinkedIn! Brand image objectives have been dramatically exceeded: Intesa Sanpaolo is trustworthy: +33% Intesa Sanpaolo is rich in humanity: +44% Intesa Sanpaolo spreads confidence: +75% The project has been so successful, that the client plans to make a sequel!

Creative Execution
An unconventional corporate campaign: Intesa Sanpaolo became the patron of a whole cinematographic project - hosted on a digital platform – based on the “Per Fiducia / Sharing Confidence” concept. The realisation: Three famous Italian directors created three inspiring short films with themes of trust and confidence. A teaser phase warmed the audience: PR, Internet campaign, TV and social networks, movies backstage on the website and seeding activity. The announcement phase: a 180” spot/trailer ran simultaneously on all the main TV channels and delivered people to the website for the launch of each movie. The media used to support the projects: PR, Internet, TV & cinema (the 180”spot/trailer ran on TV but also in cinemas), SEM and social networks. Every media has been very important in pushing people to the Per Fiducia / Sharing Confidence website.

Insights, Strategy & the Idea
The crisis impacted in a very negative way on Italian people’s life style and mood. Italians are discouraged and concerned about the future. Banks are perceived to be the main cause of this dramatic economic period. People are now asking banks to become more active in working on this situation and demonstrate their commitment. The consumer insight: “Banks should work on the rebirth of our country and invest on our society... A bank should help us regain confidence in the future,” says Paolo, 38 years-old, high school teacher. The challenge: As one of Italy's most important banks, Intesa Sanpaolo needed to win back people’s trust by showing a human side to their business.