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MARKETING Italy

Finance and cinema in one place

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An advertising campaign that simultaneously promotes a financial product and a film: inspired by the co-marketing techniques successfully implemented in US advertising for some time now, Ducato (the consumer credit company of the Banca Popolare Italiana group) and Sony Pictures have created an unprecedented partnership to advertise the Ducato Zappy loan and Click, directed by Frank Coraci and starring Adam Sandler.

The idea of a magical remote control in the hands of its main character is the basis of the film (which was highly successful in the US and has been released throughout Europe in the past several weeks) as well as the commercial for the loan, which was created for Ducato by Saatchi&Saatchi while the co-marketing campaign was created and coordinated by Agenzia ArmosiA Italia.

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The advertising campaign – the €1.5m cost of which was divided equally by the two companies – includes a wide range of communication media: on TV, on the Mediaset channels, La7 and the main satellite film channels; before the screening of the film in cinemas; and on apposite, placarded cubes in the country’s larger train stations and shopping centres.

This is an idea that even European cinema could implement successfully.

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(Translated from Italian)

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