By means of a DEM, we asked UniCredit customers who had just taken out a loan to signal friends of theirs (couples) who live in rented property. Of the couples reported to us we selected a number to become victims of a Candid Camera operation, with the complicity of 1 of the 2 partners. The candid sketches involved changing the entrance to a victim's home to make them

think they'd gone to the wrong door. We filmed their reactions and edited the most entertaining and effective ones to produce a video which we then sent to all the other people indicated by our UniCredit customers.

The video was sent out at the same time as all the communication materials on the Mutuo Valore Italia product were being aired. The DEM was sent to 950 people and opened by 45% of them.

Online requests for an appointment rose 170% in the first week of the integrated campaign.