Tiscali 2007 Annual Report Download - page 21

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20
TISCALI GROUP
ADV ITALY campaign
“Tiscali: the only true independent alternative”
(ADSL + Voice campaign launched by Tiscali Italia)
This new campaign promotes the fastest and most convenient
dual play offer on the market: Tiscali Voice 8 Mega, which, in
that particular promotion, provides ADSL flat + voice for only
EUR 4.95 per month.
As a reliable integrated and people oriented Tlc provider, Tiscali
has chosen as testimonial the hugely popular Ezio Greggio,
close to people and representing the same values of Tiscali,
such as freedom and independence.
The TV campaign, launched in November 2007 and designed
by creative agency Hi!Communication, developed with various
characters, sees Greggio as a funny and clumsy superhero, who
comes to relieve a young lady of the iniquity of internet and
telephone. It comes to a happy end, where the superhero saves
the lady just as Tiscali saves its Clients from expensive and
unclear offers.
The chosen media mix, TV-Radio-Online, allowed to reach a
Spontaneous Brand Awareness, for TLC operators, of the 14%
(8% in 2006) and a Generated Brand Awareness of 63% (51%
in 2006).
2007 was marked by a sales increase of 33% (compared to
2006) during the adv campaign.
A strong brand