Jul 19 2019
After the launch of the brand WeFor, the agency led by Paolo Romiti launches the new digital campaign focused on lead generation on the Professional world of Nespresso.
The collaboration between H2H and IVS Italia, leader in Italy in the automatic distribution sector, continues with the increase in activities for WeFor, the new company resulting from the IVS experience, specializing in the distribution of Nespresso Professional coffee machines and capsules for public offices and private, as well as for the Ho.Re.Ca.
H2H, already committed to the launch of WeFor in 2018, with campaigns aimed at building the brand identity and increasing the awareness of the new brand, launched a BTB campaign in an omnichannel perspective that combines digital activities with offline initiatives.
At the center of the campaign, which will end at the end of June 2019, a creative proposal that communicates a promo aimed at potential WeFor customers, with traffic targets on a dedicated landing page and lead generation.
The idea is to vertically segment the creative concepts onto the identified targets, creating a multi-subject campaign that speaks to audiences profiled in a perspective of data driven creativity.
The concept is expressed by an immediate and impactful line that overturns the concept of “pause”, identifying it as the pivotal moment of the day, within which work “brackets” are inserted.
H2H has built a complete campaign, with particular regard to the world of social media. In addition to the creation of the landing page that will represent the key touchpoint of the campaign, the Milanese agency has activated lead generation initiatives on Google ads, Linkedin ads, Facebook lead ads, as well as DEM services, Native advertising and SMS campaigns.
Paolo Romiti president and CEO H2H commented “The growing collaboration between us and IVS Italia on the WeFor brand, sees us as protagonists in a project of growth and transformation that unites us in a perspective of constant evolution and with the desire to accept challenges and projects always new ”.
Jul 19 2019
Nexi ready is born, the platform MRM with which the banks partners of Nexi can create and personalize the communication materials for their own campiagns.
From the collaboration between H2H and the first digital payments company, Nexi Ready was born, the platform with which Nexi’s partner banks can create and customize communication material for their communication activities within their branches.
The portal offers personalized online support for each of the partner banks which, in a simplified way, can access a rich and updated portfolio of promotional and informational materials.
Nexi Ready allows the customization of commercial communications “Go to market” (posters, flyers, leaflets, etc.) with the bank’s logo, directly on the platform. Once customized, the material can be downloaded and printed independently or, alternatively, it can be printed directly from the platform.
Nexi Ready also allows you to create materials with formats not currently available on the platform, making direct request to Nexi and the H2H agency. The agency will create it and immediately make it available on the portal, guaranteeing an update 24 hours a day.
In addition to the materials for the branches, an entire informative section is available on Nexi Ready: Nexi offers an exclusive editorial plan with News on new products and other corporate news. Added to these is editorial support, for the collection of videos and news on digital payments in Italy.
“We are proud to have had the opportunity to collaborate with the Italian technology leader of Digital Payments, for the development of a product as innovative as Nexi Ready” comments Paolo Romiti, President and CEO H2H.
“Nexi Ready is a further step in supporting our partner banks in the promotion of digital payment solutions. In a Plug & Play logic, once the Nexi products to be put on the shelf have been chosen, our Partner Banks can immediately have all the materials available to form the network, communicate to their customers, set up their own branches or to promote potential development activities prospect, simplifying internal management and above all shortening the go-to-market to be even more competitive “adds Erika Fattori, Head of Brand & Communication of Nexi.
Jul 19 2019
The seventh edition of the DMA AWARDS ITALIA, the prestigious competition promoted by DMA Italia (Data & Marketing Association) which awarded the best data-driven marketing campaigns, ended. The Award Ceremony was held on 4 July, in the beautiful setting of the Vodafone Theater in Milan.
DMA AWARDS ITALIA is the only award in Italy that, in addition to creativity and strategy, rewards the ability to collect, use and interpret data. The surveys are then studied through tools such as Marketing Database, DMP and Business Intelligence to get to know consumers, understand them and build relevance and engagement for them. The award is made in Italy by DMA Italia (www.dmaitalia.it), the association that promotes and encourages the creation of training programs for the market on marketing and communication issues, related to the use of data.
In this edition, the awarding format has been significantly renewed.
The ceremony was preceded by an afternoon full of content, presented by Enrico Barboglio. Waiting for the Awards, marketing professionals in companies of various industries have talked about how they faced the challenge of the progressive digitalization of the customer experience with the brands. Their interventions showed that information, data and creativity must find the right mix, inside and outside the company, to generate valuable experiences for consumers.
After the introductory contribution of Ivan Ortenzi (BIP), the microphone was passed to Andrea Roberto Bifulco of Startup Grind, which dealt with Growth Hacking to accelerate the growth of a business in a sustainable manner. Born in Silicon Valley a decade ago and applied by giants like Facebook, Dropbox, Instagram and others, in the last few years this phenomenon has literally exploded and has been adopted by companies of all kinds: from Coca-Cola to IBM, via Heineken , Colgate and Transavia. The Growth Hacking methodology is based on lateral thinking, creativity, experimentation, data analysis and the continuous interaction of marketing strategies and models.
Denis Balbo from Naos instead offered the audience an in-depth look at Open Innovation and Data Utilization. According to the expert, defining the digital brand strategy of a company means putting the use of the data at the center, but not only: the boundaries between brand and consumer become more permeable and managing the customer experience means letting the flow of ideas and information moves in both directions. The new culture in the company must therefore present the right mix between information on the data and creativity.
Fabio Borney of FCA, who examined the advantages of data marketing for the automotive market. FCA, like most companies, has had to manage over the last decade the challenge of the progressive digitalization of most of the customer experience with the brands. This path has resulted in a growing and exponential availability of interaction data with customers that the company has tried to capitalize to direct its investments and decisions.
Enrico Plateo of WeChat then underlined the differences between the Chinese and the Western digital system, some of which strongly affect the recovery and use of user data by consumer companies: on the one hand the market of technological providers, from the other the digital consumption habits of the Chinese population, finally the interaction between online and offline.
The afternoon speeches ended with Fabio Carsenzuola of Europ Assistance Italia, which outlined the new digital tools for consumer assistance, and Antonio Fratta Pasini of CheBanca !, which defined the prospects for PSD2 in the banking business model .
After the usual cocktail dinner, the real Award Ceremony was opened by Polo Romiti, President of the Association. Supported by the other members of the Board, Fabrizio Vigo (Vice-President), Federico Tornielli, Marco Rosso, Sergio Pilu and Enrico Barboglio, Romiti explained: “The goal of DMA Italia is to be the unique meeting point of the realities that it founded their development strategies on the centrality of the data. Only now in Italy is learning to structure and regulate the conscious use of data in marketing. We at DMA Italia “, continued the President of the association,” we are called to facilitate and support this process: only by having responsibility in the way in which communication is made and by placing users at the center of our strategies, we could gain credibility. This year DMA Italia will then participate as a leading actor in the drafting of the Code of Conduct that the European Guarantor will publish in the first few months of 2020 and through which DMA Italia will play the role of Auditor ”. A result of absolute prestige, although (again quoting the words of Paolo Romiti) “the road is still very long, but the challenge is compelling”.
Among the projects presented in the competition, the “Mind Portrait” campaign of The Embassy agency (DMA Award Gold in the Business Products and Services category), the “Wako’s Challenge” campaign of the A-Tono agency for San Carlo Unichips (Special Best Use of Social Media Award) and the “DDA – Dealer Digital Advertising” campaign of the Like Reply agency for FCA (Special Search & Display Award).
The evening ended with the traditional party Let’s Party the Results, with the extraordinary participation of Lo Stato Sociale.
Jul 19 2019
The communication campaign made by H2H has as objective the gathering of customers with Mercedes and Smart cars in the offical stores of the Silver Star.
An ironic and irreverent tone. A project with attention to the smallest details, giving the customer the necessary freedom.
An ambitious idea, immediately rewarded by raising it from a local to a national dimension. The H2H retention campaign for Mercedes-Benz Italia started with common assumptions for all of us who drive cars to redefine the vision of the Mercedes and smart service world. The aim is to bring customers closer to the official Star services for all activities related to the after-sales universe, based on the relationship of trust.
The media chosen by H2H to convey the offer include, on the digital front, the programmatic, retargeting and social initiatives, and on the offline side the local press and various Out of Home formats.
On a creative level, the campaign is a multi-subject that presents different situations of ordinary administration where Mercedes or smart owners who are not new could find themselves, proposing different needs for which it is necessary to go to a workshop. The tone of voice is very direct and informal, with a good dose of irreverence aimed at ensuring that the customer can identify with the various realistic situations, in a perspective of closeness with the brand.
The campaign, whose KPIs will be monitored by Mercedes-Benz Italy Customer Services Marketing on a dedicated dashboard, aims to increase retention by more than 5% compared to last year.
“We are proud to have designed and managed a project of this magnitude. There
campaign entrusted to us by the customer has had a very stimulating effect for us and
marks the further consolidation of the collaboration between our agency and
Mercedes-Benz Italy ”comments Paolo Romiti, President and CEO of H2H
at the announcement of the campaign led by his agency.
Jul 19 2019
The seventh edition of the DMA AWARDS ITALIA, the prestigious competition promoted by DMA Italia (Data & Marketing Association) which awarded the best data-driven marketing campaigns, ended. The Award Ceremony was held last night in Milan, in the beautiful setting of the Vodafone Theater in Milan.
DMA AWARDS ITALIA is the only award in Italy that, in addition to creativity and strategy, rewards the ability to collect, use and interpret data. The surveys are then studied through tools such as Marketing Database, DMP and Business Intelligence to get to know consumers, understand them and build relevance and engagement for them.
The award is made in Italy by DMA Italia (www.dmaitalia.it), the association that promotes and encourages the creation of training programs for the market on marketing and communication issues, related to the use of data (data driven marketing).
The ceremony was opened by Polo Romiti, President of the Association. Flanked by the other members of the Board, Fabrizio Vigo (Vice-President), Federico Tornielli, Marco Rosso, Sergio Pilu and Enrico Barboglio. Romiti explained: “The objective of DMA Italia is to be the unique meeting point of the realities that base their development strategies on the centrality of the data. Only now in Italy is learning to structure and regulate the conscious use of data in marketing. We at DMA Italia, “the President of the association continued,” we are called to facilitate and support this process: only by having responsibility in the way in which communication is made and by placing users at the center of our strategies, we could gain credibility. This year DMA Italia will then participate as a leading actor in the drafting of the Code of Conduct that the European Guarantor will publish in the first few months of 2020 and through which DMA Italia will play the role of Auditor ”.
A result of absolute prestige, although (again quoting the words of Paolo Romiti) “the road is still very long, but the challenge is compelling”.
Furthermore, in this edition, the Awarding format has changed.
The ceremony was preceded by an afternoon rich in content, during which marketing professionals in companies of various industries told how in the last decade they have faced the challenge of the progressive digitalization of the customer experience with the brands.
On stage they came and went:
Andrea Roberto Bifulco of Startup Grind, which dealt with Growth Hacking to accelerate the growth of a business in a sustainable manner;
Denis Balbo from Naos, with a focus on Open Innovation and Data Utilization;
Fabio Borney of FCA, who examined the advantages of data marketing for the automotive market;
Henry Plateo of WeChat, with a lunge on the Chinese digital system;
Fabio Carsenzuola of Europ Assistance Italia, which outlined the new digital tools for consumer assistance;
Antonio Fratta Pasini of CheBanca !, which defined the prospects for PSD2 in the banking business model.
Their interventions showed that information, data and creativity must find the right mix, inside and outside the company, to generate valuable experiences for consumers.
The traditional party, Let’s Party the Results, was held this year with the special participation of Lo Stato Sociale.
Here’s the list of the winners:
Consumer Products and Services
DMA Award Argento
Campaign Wako’s Challenge
Client: San Carlo Unichips
Business Products and Services
DMA Award Oro
Campaign: Mind Portraita
Agency: The Embassy
Client: The Embassy
Not For Profit
DMA Award Bronzo
Campaign: Prima l’italiano
DMA Award Argento
Client: Officine Buone
Pharmaceutical And Healthcare
DMA Award Argento
Campaign: Un’esperienza multi-player oltre la loyalty
Agency: DM Group
DMA Award Bronzo
Campaign: Storie di guida vera
Agency: Cernuto Pizzigoni & Partners
Client: Subaru Italia
DMA Award Argento
Campaign: DDA – Dealer Digital Advertising
Agency: Like Reply
Premio Speciale Best Use of SOCIAL MEDIA
Campaign: Wako’s Challenge
Client: San Carlo Unichips
Premio Speciale Search&Display
Campaign: DDA – Dealer Digital Advertising
Agency: Like Reply
Jul 19 2019
A 360 degrees covering by H2H for Akzo Nobel
H2H was reconfirmed in the management of the entire communication of Akzo Nobel, a leading international company in the paint sector. A working and growth relationship for both companies that has lasted since 2012 and has seen the two companies engaged together in very important challenges.
Since 2015 Akzo Nobel has decided to open its communication from the B2B world to the B2C one, directly addressing consumers to build the awareness of the Sikkens brand.
H2H has followed this process with regard to communication on various media, the creation of ATL and BTL materials, the management of social networks and the creation of materials at the point of sale.
Also this year Sikkens returns to TV and Italian homes with the new Alpha Rezisto commercial. The first flight of the campaign, started on May 19th, will end in mid-July and saw Sikkens as a protagonist on the various national prime time broadcasters.
H2H followed the location of the spot with the creation of the new claim “Forgive this one too”, linked to the amusing theme of the story that sees a dog as its protagonist, a beautiful specimen of Bobtail.
As for the social part, during 2018 Sikkens confirmed and improved its online positioning with respect to competitors, both in terms of brand visibility and engagement and involvement.
The community has become even more consistent and participatory on social channels; in particular, 2018 saw the rise of Sikkens’s Instagram account, which recorded steady growth and a high level of interaction. For 2019 H2H has implemented a new social strategy to increase the visibility of the brand and bring it closer to the consumer public, encouraging the brand – community dialogue.
“The collaboration with H2H in recent years has allowed the company and our brands to take an important step forward in communicating and presenting the news to our clients, helping us to increase market share, as well as being taken as an example of “excellence” in our sector. Over the years H2H has successfully and proactively managed for us the part of the Sikkens4YOU loyalty program, our digital platform and all the creative part for both BTL and ATL activities, “said Roberto Meregalli, Head of Marketing at Akzonobel.
Jul 19 2019
The engine oil of the silver star is at the center of the project for the creative show of the innovative press, organized by the Stratego Group with the supervision of DMA Italia
H2H protagonist at the Brand Revolution LAB 2019 together with Mercedes-Benz Italia with a limited edition prototype to celebrate the core values of the Stuttgart company.
Within the creative show of Stratego Group, every year the major Italian communication agencies put themselves to the test in collaboration with printers, technology suppliers and brands. The objective is to complete the printed communication project that is most able to explore the avant-garde and the most recent innovations in the sector.
For this edition of Brand Revolution Lab, H2H has chosen Mercedes-Benz as a partner company. At the center of the creative proposal was Mercedes-Benz Oil, the engine oil that exceeds all standard quality requirements in terms of efficiency and performance. The product has been enhanced as a symbol of Stella’s Customer Service world, where a top automotive brand can really make a difference to its customers.
For the Brand Revolution LAB 2019, Mercedes-Benz Oil is celebrated through an exclusive bottle with 3D glass printing and customization through variable data.
H2H wanted to ennoble Mercedes-Benz Oil, a symbol of the world of customer-oriented products and services and the quality of the Mercedes-Benz Service universe.
On the bottle, through the iconic imprint of the hand of a specialized mechanic, a trace was drawn that recalls the environment of the Stella’s workshops.
Right there where a true automotive top brand is able to make the difference and ensure the highest levels of efficiency. Right there, where customers really get in touch with the beating heart of Mercedes-Benz.
The bottle is inserted in the elegant casket covered with leatherlike paper, closed by the magnet in 3D effect with the Mercedes-Benz logo.
The StealthCode technology was then applied to the casket: a unique code that, read through the special mobile app, takes the user to the section of the Mercedes-Benz site dedicated to engine oil.
Partners of the project for the realization of the limited edition prototype: O-I, Cordecons Group, Nava Press, Luxoro and BeeGraphic.
The Brand Revolution LAB 2019 vernissage, where the projects realized in this edition will be presented, will be held today in Milan at the Superstudio in Via Tortona with a strictly invited event.
Jul 19 2019
Thanks to the integrated Social Intelligence Suite, Blogmeter has recently monitored and analyzed the performance of the main social properties of 32 large-scale retail brands on the Italian market.
2.6 million. This is the number of users involved by Coop in the October-December 2018 quarter thanks to La Felicità Non Is Una Truffa, short episodic produced by H2H and which earned him the second place in the most engaging GDO ranking on YouTube.
Conad follows in third place. In first place, we find instead Carrefour which also won the medal for most viewed content.
“Happiness is not a fraud” is the format taken care of by H2H to narrate the values of Coop on social media and on the web in 2018: a 3-episode film featuring the signature of Paolo Genovese and the soundtrack of Lo Stato Sociale.
Jul 19 2019
The operation led by the agency founded and directed by the CEO Paolo Romiti
will have brand awareness, engagement and conversion as its key objectives
Last month, the strategic web and social communication project led by H2H was launched for the Prontolo app, the e-commerce platform that allows users to receive the products they need in a few hours, either at home or by picking them up at one of the stores in the Milan Cadorna, Affori and Busto Arsizio stations. The service is aimed, in particular, at commuters who attend the city of Milan and at anyone who does not have the time to physically buy products of various kinds.
The strategy thought by H2H is based on the idea of ”going out of the chorus”, building the brand identity and conveying it unambiguously through the different touchpoints involved. The Always On launch campaign aims to highlight the service offered by Prontolo through a series of communication strategies designed for the target of potential users of the app. The communication focused on the presentation of the service and its advantages, on its operation and on the products (over 8,000) in the catalog.
We then go on to illustrate the lifestyle of the target, which shows personalities, anecdotes and characteristics. Finally, a story presented through Prontolo-themed games and entertainment follows, focusing on the classic situation of train travel.
In the digital environment, H2H has devised targeted strategies on social platforms, as well as having created a website dedicated to the launch campaign, which will be the landing and the reference point for all the communication contents envisaged in the plan. Within the site, users will be able to find, in a storytelling perspective, specific information regarding the service and advantages of Prontolo. The site will soon be enriched with contents aimed at creating greater identity and stimulating the perception of Prontolo as a real point of reference in all situations in which you have little time: from simple and quick recipes to advice on physical activity homemade, up to time management. These contents will feed the social communication plan, supported by a micro-influencer activity for the consolidation of the brand reputation.
THE COMMENT OF PAOLO ROMITI
“We are proud to have the reins of a project of this magnitude. Our ambition is in some ways similar to that of the Prontolo app; the intentions are clear, there is an excellent amount of potential to be able to amplify the scope of this app, starting from a simple and functional idea, two essential characteristics in the construction of any project “, comments Paolo Romiti, president and CEO H2H. “Our lifestyle is very hectic, especially in a metropolis like Milan. Prontolo was born with a view to facilitating people in everyday life, solving, with a simple, immediate and targeted action, what often becomes a mission impossible. The time saved can be dedicated to family, work or hobbies. Prontolo is the solution for everyone, especially for commuters who find the corner points in the strategic hubs of the city of Milan. Always with a view to great innovation, we are the first ecommerce to have provided for payment with electronic tickets and, through the activation of payments by SDD, customers have the possibility of having a credit opening that can be spent in Prontolo purchases and which provides for the charge in the account once a month ”adds Massimo Rosolen, Founder of Prontolo and President of AxL SpA – Employment Agency.
Jul 16 2019
H2H and Map Communication come together for a strategic partnership with the goal of growing in the communication market thanks to the integration of services and sharing of tools and objectives.
Unity is strength. Starting from this point of view, H2H and Map Communication have decided to sign a strategic partnership. The goal of the deal, that as of right now does not include the management assets, is to grow in the communication market thanks to the integration of services and the sharing of tools and objectives.
The deal of the cooperation between H2H and Map Communication involves the integration of the respective services to develop bonded projects and initiatives, on a commercial level but also an exchange of competence and best practice.
In this way, the two agencies can present themselves to the market as a partner capable of supporting companies and brands in all areas of communication, online and offline: strategy, creativity, media center (media planning and buying), press office, public relations -digital pr, events, web marketing, content strategy, social networks, influencer and testimonial management, product placement, proximity marketing, packaging and below the line, photos and videos. “What comes from the integration of the two expertise is a complete player, able to support companies in their on and offline branding strategies: the deep competences consolidated over the years in the respective areas of activity, guarantee the optimal management of the business of customer brands , going to complete the breadth of the services through the respective specific skills “, reads the press release.
H2H is a leader in 360 degree marketing and communication services thanks to an interdisciplinary team of over 90 professionals in the two offices of Milan and Rome. H2H is experiencing an important moment of development with investments in technology and skills, thanks also to the expansion of its organization and the acquisition of projects for a series of prestigious clients, including Sony, Mondadori, Coop Italia and Mercedes-Benz , just to name a few.
Map Communication, headquartered in Potenza Piceno in the Marche region, boasts a history of over 40 years and has a consolidated position in strategy, creativity, media planning and buying, press office, public relations, celebrity influencer and talent services. events, product placement, digital consulting and digital pr, packaging, below the line, photos and videos. Among the customers, Map includes international brands in the fashion, beauty, food and beverage, design, healthcare and pharmaceutical sectors.
“We are proud to combine our skills and uniqueness with those of an established reality as Map Communication”, comments Paolo Romiti, President and CEO of H2H. “We decided to sign this partnership to expand our target market, providing added value to our customers through an increasingly complete and integrated range of services. The consolidated presence of Map in the South will also allow us to be closer to our customers in these areas of Italy and to continue developing the business on medium-sized companies, supporting them and supporting them in their growth path “.
“Our approach has always been to be a strategic partner of brands, capable of developing their business over the 40 years of history by anticipating or riding the evolution of communication systems”, adds Mario Carlocchia, president and partner of Map Communication. “This partnership is a new engine that day by day will interpret market scenarios and customer needs in contexts of continuous evolution and renewal: a single strategic interlocutor is created for companies, which covers all areas of action and guarantees a better approach and a direct responsibility towards customers ”.