The “Live Mobile Internet” campaign has been the best example of a dominance aim. This means control of the web maximizing the attention of users. The key words we had to take into consideration planning the activity were: Control, Impact, Memorability, Leadership and Information.Three phases were set to answer these tasks:Teaser: from 3rd to 6th July, split in first and second phase, employed two creatives;Dominance/Reveal: from 9th to 16th July a real take over of the homepage of the main sites, realized with the revealing of the product. Planning for support and coverage.Maintenance: from 23rd July maintenance of a continuous presence playing the role of a bridge between the reveal phase and the September burst.Only Reach Media solutions were employed to grant the campaign high impact and awareness recall, allowing a result optimization hardly obtainable through traditional formats.

The total impressions delivered have been 255,998,349 with a Click Through Rate result much lower than the market average.