2012-12-19 10:01:06 -
Discovery Networks Italia has created the first brand integration in Italy in the prime time show, "Cerco Casa Disperatamente" (on REAL TIME), with Casa.it brand integration, the real estate market leader with 13,000 agencies in Italy.
Discovery partnered with MirriAd, the world leader in digital brand integration, and Bitmama, the creative agency leader on digital branding solutions.
Digital brand integration is an alternative and non-invasive marketing solution, which allows companies to create product placement campaigns in post production. The brand is built into the series through a number of creative solutions in full compliance with its editorial content.
MirriAd’s bespoke technology used by Discovery and supported by Bitmama brand creativity, is an absolute first for the Italian market.
Casa.it is has been integrated into
a range of scenes which reveal the process of finding and buying a home. The brand is presented in multiple formats and styles throughout the property search, revealing its true potential and encouraging a new way of communication and interaction with it. It is a completely new and original way to build a more effective relationship with users in the real estate world.
The campaign launched on air on Real Time in November and will continue throughout December 2012, giving high visibility to the brand in this new season of the popular programme led by Paola Marella.
Daniele Mancini, CEO, Casa.it, commented: “The partnership with the Discovery Channel is a very important part of our current plans and reflects the wide appeal of our brand in the real estate market. In working with Discovery and their partners, MirriAd and Bitmama, we have found another great opportunity to get our message out to an audience of real-estate lovers, and in the process be part of some fantastic pioneering product placement technology.”
Marco Di Gioacchino, VP Sales International at MirriAd, also commented.
“we could not hope for a better start in Italy by partnering with the most innovative broadcaster and with a real dynamic advertiser, to demonstrate the effectiveness of our technology both from the editorial and brand side. We are looking forward to supporting Discovery by offering many other digital brand integration opportunities”.
Maurizio Sala, Creative Director and Partner at Bitmama added: “We have the highest level of skills within Bitmama and these skills are specific to brand communication and solutions of excellence in terms of technology, creativity, and communication. I’m delighted that Casa.it has chosen Cerco Casa Disperatamente to trial the first digital brand integration in Italy using MirriAd’s bespoke technology – allowing for a very real and extensive brand exposure”.
MirriAd recently signed an agreement with Bitmama, the leading Italian digital advertising agency owned by Reply - listed in the Star segment of the Italian Stock Exchange and specialising in the planning and implementation of solutions based on new channels of communication and digital media - to establish the Italian digital brand integration “hub” which manages all contents services and logistics as well as a full range of creative services for digital brand integration.
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