In April 2022 the time had come: Italy's last monopoly fell. Electronic toll collection on motorways. With UnipolMove, the Unipol Group - market leader in the insurance business in Italy - is entering the world of electronic toll collection.

Our task: launch a new product in a monopolistic market and sell at least 300.000 electronic toll devices.

The campaign should be distinctive and of high quality in order to reach the target group we are aiming for: from the total number of car owners, we identified the UnipolMove Innovators, 9 million Italians, highway travelers as well as users of digital services.

We have chosen a famous Italian swimmer, Olympic champion Gregorio Paltrinieri, to represent the new UnipolMove brand. To implement our idea, we turned a motorway into a swimming pool and let Gregorio Paltrinieri compete against the old monopoly brand. The powerful concept behind it is that we cannot improve by only competing against ourselves. It's the comparison that makes us better. Something a monopoly can't have.

So the introduction of UnipolMove benefits everyone and advances the market as a whole. Just like the last claim says: UnipolMove. Moving Beyond.

To maximize video reach and views, as well as reach-qualified website traffic, we delivered a display campaign using audience-based planning and increased performance with advanced retargeting.