Yahoo! Italia together with Carat Interactive have investigated the results of the “Impossible is Nothing” campaign Adidas planned on the portal during last spring. According to Pubblicit� Italia (in Italian) the campaign awareness raised to 229% help the brand reposition itself towards the Italian Internet audience.
KLM will target the Italian gay community with an online advertising campaign planned on Gay.it. The airline aims to promote its loyalty program “Flying Dutchman” collecting new subscriptions. The campaign (which includes an online competition) will start on July 15 and will feature several different ads formats such as banners, pop-ups and the site’s chat sponsorship.
Pepsi has recently redesigned its Italian web site, refreshing its online brand image. At www.pepsi.it, users can now get to know Pepsi’s testimonials, like Britney Spears and football player Francesco Totti, downloading pictures and desktop wallpapers. The web site also features Pepsi’s latest tv spot and, of course, several information about the soft drinks.
More than 600 millions SMS have been sent in Italy last week to wish “Merry Christmas”, while the MMS have been 20 millions. The news is reported by Cellulari.it, quoting numbers estimated by Telefono Blu. I confess it. Given the Vodafone Christmas card promotion, I sent more than 30 SMS myself, and I’ll probably do the same on January 1st.
Buy a “Christmas” subway ticket, travel for free with your family throughout Milan, join an online competition branded “Lord of the Rings” and win a plane ticket to New Zealand. Sounds confusing? Probably… It’s an initiative promoted by Yahoo! in cooperation with Medusa (the movie distributor) and ATM, Milan’s Public Transport Company.
Opt-in News reports today that Advancis has announced the lauch of advancis.agency to serve the Italian market. I link it since like the opinion of Bertrand Balzano, Director of Marketing Services:The idea is not to reinvent web marketing, but to concentrate on the media and online advertising vehicles that represent a better match for well-known brands and industry leaders.
IAB Italy has recently released a report with some interesting numbers concerning the development of online advertising in “my” country. In the first quarter of 2003 online advertising spendings have raised of 7.7%. In particular, it appears that clothing, beverages and self care industry, together with public institutions have strongly started investing in the Internet as promotional media. Sponsorships are the preferred kind of advertising covering 21.6% of total investments. Email advertising is also on the rise (9.8%) while mobile advertising through SMS has suffered of a strong slowing down (-28.5%). If you want to know more about what’s going on in Italy, drop me a line, I’ll translate some more data for you
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