In Italy we are facing a tangible development. The technological changes in a context in which TV and web are complementary rather than antagonist have led to the detachment of advertising from the editorial content. Companies need to get noticed and can no longer remain in the locked spaces of display advertising. Branded Entertainment is a scotch, a glue that attaches brand communication to content. In Italy there is a growing interest in this instrument, an effective, rational activator able to truly offer real new opportunities with the consumer at last at the centre of the projects. For sure, speaking of a real industry is premature because of the sporadic nature of the interventions and also for the resistance of some actors. Companies still know little of this tool and show distrust in moving from the established routes, especially in this difficult economic time. On the other hand agencies’ market is frightened by the complexity

required by this kind of operation so we need to put in place skills ranging from marketing to storytelling and distribution. Instead, there is a strong interest about this topic on the

part of TV networks but, at the moment, without an ad hoc regulation.

The current economic crisis has engulfed the reputation of all banks, even the most responsible.

Protecting the reputation of Findomestic that considers the responsibility towards its customers as the company mission. Spread the ability of Findomestic to be close to its customers on a human level and on a day to day basis.

To show how Findomestic puts itself into its clients shoes, we have put the customers into Findomestic’s shoes. How? With the online reality In Your Shoes.

PHASE 1 – CASTING CUSTOMERS.

Through dems and banners, we’ve asked Findomestic clients to enroll for the reality’s casting. 200 replied to the invitation. Six clients, from all different social rank, age, kind of work and for customer satisfaction, were chosen among them.

PHASE 2 – CASTING CONSULTANTS.

Through intranet and the setting up of the sites, we have involved Findomestic consultants in taking part in the castings.

PHASE 3 – THE SHOOTING.

Six customers spent a week in Findomestic working together with the consultants and learning all about their jobs. The result? 80 hours of filming, 6 confessionals, 8 episodes. In one word: a reality.

PHASE 4 – PROMOTION OF THE REALITY.

Through promo video banners, domination, print campaigns and social networking, we asked the public to follow the reality.

PHASE 5 – THE PRESS.

We organized a press conference in streaming and the news of the first reality filmed inside a bank was taken by dozens of newspapers and blogs.

PHASE 6 – THE EPISODES.

April 9th: lots of people watched the first episode in just a few days. The Findomestic Facebook page has reached an unexpected amount of new contacts as well.

PHASE 7 – ON AIR.

Customers and consultants at first were protagonists of the reality and then became testimonials for spots, web and print campaigns. All together, just like what the Findomestic payoff states: more responsible, together.

Findomestic promoted the audience involvement through 2

steps:

Step 1 - The time of the casting of Findomestic employees

and customers has been in itself a moment of creating

audience, later supported by the promotion video on youtube

that has generated 921.926 views in a week.

Step 2 - The “reality show” is visible online on a channel and a

dedicated website, where to watch the episodes and deepen

the knowledge of the protagonists. An experience which

finally results in a campaign for TV.

The success of this campaign can be found in the operation

of brand entertainment. Findomestic becomes the publisher

of something innovative putting itself into its clients’ shoes in

a credible way especially at a time when the Italian market,

from companies to institutions, has such little credibility. Through promo video banners, domination, print campaigns and social networking, we asked the public to follow the reality.

We organized a press conference in streaming and the news of the first reality filmed inside a bank was taken by dozens of newspapers and blogs.