Client
Systema Case S.p.a

Schedule
From 23rd July 2007

Goals
Launch and promote “Soldi in casa” through the management
of a digital marketing programme that “sells” the product and transmits values of company reliability and solidity.

Target
All home-owners wishing to resolve personal liquidity
problems without resorting to personal loans.

Project

“Soldi in casa” is a new loan contract formula, an innovation on the Italian market, which is designed for anyone who is already a home-owner and who wants to make a new investment without resorting to a personal loan.

For the launch of this new product, LiveXtention created and managed a performance marketing programme through integrated activities.

The digital marketing project was developed mainly on interactive media, providing for integrated Web, search engine, e-mail marketing and direct marketing activities, monitorable in real time: advertising formats on the main property publications, networks and marketplaces, and keywords on search engines.

All the activities make up part of a CRM and potential user management system. Clients are supported right up until contact with the agent and contract closing. The assignment starts with the customer’s first click and guarantees approval of increasingly specialised and personalised requests.

For this innovative performance marketing programme, the 4WResearch platform is used. 4WResearch was created in collaboration with HumanHighway in order to measure the impact on each touch point in real time, as well as the effectiveness of creative elements, Web sites and landing pages and interfacing with back office for sales processes. 4WResearch, integrated with systems like Atlas and Google Analytics, allows the monitoring of activation and initiative influence levels, leads generated by each channel and return on investment ratios.

Results
  -  More than 133 million impressions;
  -  More than 82,000 clicks on the banners and text links;
  -  5,500 sets of personal details collected through the campaign;
  -  1,474 complete leads collected.