The brand was embedded into program through a proprietary technology that allows digital brand integration - dbi - into already finished programs.

Three TV episodes of Cerco Casa were assessed to select eight scenes where the Lancia brand was incorporated without placing any vehicle, but by creating virtual signage - desktop’s screen-saver, merchandising items - in various locations.

Accordingly, we engineered the Lancia InteracTV app with audio watermarking technology to engage viewers in full sync with branded scenes and to deliver extra contents like extra campaign video and the Cerco Casa’s special car order-form.

Only two weeks before airing, a teaser campaign was realised to seed the app among the Real Time channel viewers, through 10” billboards and Facebook posts on the official Real Time page.

Big emphasis was strategically placed on the app as the magic button for program interactivity, without mentioning any special sales offer.

The main campaign goal was more qualitative than quantitative, with large focus on users’ measurability and tracking as well as full integration within the Fiat Group customer relationship management system.

However, performance indicators were set to the benchmark Facebook’s call to action campaign and e-commerce marketing activities.

Finally, despite a quite enigmatic teaser, Lancia InteracTV was downloaded from the Real Time’s Facebook page 15 times higher than the average Facebook rate.

An amazing 9% of Lancia app users got qualified to finalize the car order, resulting in a six times higher than average e-commerce - lead to consumer - conversion rate.