A matter of style

Taft & Ducati — great performance for a great partnership

CONCEPT

A promo that leaves a mark

Power and strong hold, these are the values that Taft and Ducati share and they became the core of our promo-activation. When Taft’s target audience longed to be the real protagonists, the promo leveraged this and stepped on the throttle by betting on the high desirability of the prizes offered.

IDEA

Gamification & personalization

Customizing each prize based on one’s personal preference was the factor that contributed most to the success of the operation.
With Taft we have created the foundations for a strategy which would be followed by many other brands over time — user-customizable content. The result was outstanding activation that successfully engaged the consumers and became a winning choice both in terms of results and increased brand awareness.

The added value

Two real legends of performance

For Taft, we developed two highly engaging promotions, planned over several tools and platforms: commercials, ads, ad-on-pack, POS, social media, digital banners and digital PR.
The aggressive media planning on target-relevant channels, such as MSN and Xbox, guaranteed the success of the whole operation.

Results

4.531.094

video views / My Style My Ducati

1.115.835

Xbox campaign impression / My Style My Ducati

11.9%

market share / an absolute record for Taft

1st PRIZE

NC Digital Awards / Best Digital Campaign / My Style My Ducati