Campaign details
Brand: Intesa SanpaoloBrand owner: Intesa SanpaoloLead agency: MEC, Access Live CommunicationContributing agencies: H-Art, MN HoldingCountry: ItalyIndustries: BanksMedia channels: Direct marketing, Events & experiential, Games & competitions, Online display, Point-of-purchase, in-store, Product placement, Social media, Sponsorship - media, TelevisionBudget: 1 - 3 million
Executive summary
In 2016, Intesa Sanpaolo, the Italian banking group, decided to pay particular attention to young people, the target of the future.
Its challenge was to create a relationship with customers under 40, and it identified music as a strategic territory through which it...