Tribal DDB has developed the new website for Nescafe Italia. A part from the fact I don’t understand how an Italian can drink a surrogate coffee, I must say the site has a lovely look & feel, very much in line with the brand.
Paypal has recently launched its service in Italy and is therefore trying to get people’s attention with an online competition. The initiative will kick off next week, allowing Italian users to win 10 iPod Mini and 10 iPod Photo, plus a Sony home-theatre system. In order to enter the competition, people just have to sign-up for the service and use it at least once. For those who are already subscribed, making one transaction will be enough to enter the draw.
Heineken has just refreshed its online look in Italy, putting online the new site created by rmg:connect. Two hands dominate the navigation which takes users through corporate content and a few goodies like the e-cards. A special section is dedicated to the Jammin’ Festival, one of the most popular music events in Italy sponsored by Heineken.
Ikea has launched an online campaign in Italy to let people know about its new and bigger store in Brescia. The campaign is online since mid-April, with ads delivered only to people connecting to the Internet from the regions close to the store. International interactive agency Profero took care of the creativity, while Omd Digital did the planning. [News via Pubblicità Italia]
On April 11 Sony has launched an online campaign in Italy to promote its new Walkman. DailyNet (in Italian) reports online ads have been planned by MD International to go live on MTV, Lycos, Tiscali, Libero and Yahoo!. The campaign (creativity by Fallon) will last until the end of June and will see Sony investing in Italy about 200.000 Euros.
Ad Maiora, one of the top European agencies specialized in search engine marketing has just released the results of study on web site visibility of the top 100 Italian ad spenders that invest in traditional media. According to the analysis, almost two out of three sites analyzed are lacking adequate direct links from search engines, with the consequent result of not factoring high in the search engine results. By an original methodology, the study consolidated the optimization, visibility and popularity values, and produced a map of online visibility levels for analysed sites, showing that only 25% have equilibrate values among adopted parameters. Mauro Lupi, Ad Maiora’s President, commented: “We think that this research could represent a motivation to companies investing in traditional advertising to exploit their websites more profitably.”
Lufthansa is currently running a two-months online advertising campaign in Italy to promote flights with special prizes. Nicola Silvestri, managing director at Profero Italia, explains on Daily Media (in Italian, free reg.) they have decided to use large rich media formats such as leaderboards and skyscrapers. Lufthans has invested about 50.000
Nielsen//NetRatings has launched this week its online advertising tracking system AdRelevance. The first report points out that the number of banner advertisements run on European websites has increased by 24%, from 76,375 in November 2003 to 94,939 in November 2004. Germany, France and the UK dominate the top 15 advertisers in Europe in November. Gabrielle Prior, European Internet Analyst commented (opens .pdf):
Ikea has launched an online advertising campaign to strengthen its brand and get the attention of new potential customers in Italy. Pubblicit� Italia says the campaign has been developed by Profero. The ads, which highlight the huge range of Ikea’s catalogue, are running on the main Italian portals.
Publicis Dialog – Interactive has developed the online presence of Modus, Renault’s latest car. The Italian microsite features games, web movies and other goodies promoting the car with an impressive advertainment approach. What is interesting (or strange?) to note is that the microsite “Crescere? Ma perch�?” doesn’t feature any information about the car, but just presents the mood and the concept. If the user wants to know how Modus is, he has to click on another “hidden” link (on the car’s picture) in order to land to land on Modus’ official site.
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