Edenred and H-FARM have worked together for the development of a new campaign for Edenred UTA, the new fuel card that must be adopted in Italy by law.
Mainly targeting small and medium-seized businesses, a dual planning for the online and offline ads has been made in order to reach as wider an audience as possible.
With its 170 mln users, Spotify was chosen ‒ in addition to traditional media ‒ as the best platform to convey the message. The Spotify in-car targeting tool will be fundamental in allowing people on the road to hear Edenred’s commercial.
The customer journey will be completed by the interaction with the landing page bastatimbri.com as the result of an integrated activity of lead generation through Google paid search.
“We have to overcome the dichotomy online - offline to ensure the maximum efficiency in communication. This approach reflects the habits of the actual audience, even in the B2B market” reveals Giorgio Sacconi, Digital Marketing BU Director of H-FARM.