Intesa Sanpaolo: Sharing music with X Factor

Italian bank Intesa Sanpaolo reached a younger audience – aged under 40 – by sponsoring TV talent show the X Factor.

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...

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