This week’s egtabite showcases how the Italian sales house Rai Pubblicità seamlessly integrated the brand of sanitary products Lines into a successful series – boosting the awareness of the brand while addressing gender stereotypes and discrimination.
Back to the past
Lines has been the protagonist of a commercial miniseries that ran on Rai2 during the docu-reality Il Collegio in three editions from 2019 to 2021. By placing its commercials during the series’ most valuable ad breaks, Lines became a recurring feature of the show.
The docu-reality features a group of contemporary teenagers who leave behind their family, social networks and the inseparable telephones to live in a boarding school following the rules of the past. Boys and girls got the opportunity to experience life of past eras – from the 50s to 90s – together with its customs, trends and great innovations.
The client’s objective was to engage a younger audience, increase brand recognition and highlight the product advantages as part of a comprehensive communication strategy against discrimination and gender stereotypes.
The project’s strength lies in its ability to transform the traditional advertising space into a short moment of branded entertainment through the development of unique and constantly-evolving subjects (branded stories) that use the structure and distribution method of TV series.
Each episode of the stories features the protagonists of past editions debating facts, taboos, and untrue myths about menstruation and tampons, all conveyed through creative solutions that have brought social trends to TV such as choreographies in TikTok’s style, unboxing or simulating podcasts. The tone of voice of the campaign follows the one of the program, in line for the target audience.
For each edition, original 45″ subjects were aired on Rai2 and a shortened 30″ version on RaiPlay and Rai@YouTube linked to the program’s VOD content.
Rai Pubblicità is aware that by developing branded material that is in line with the tales portrayed in the show and the brand values, it can draw viewers’ attention, help them remember it, and help them appreciate the commercial message. The strong contextualisation of the commercial message in the program creates editorial continuity and a more engaging experience for the audience.
Creative minds think alike
The brand integration team at Rai Pubblicità oversaw the design and execution of the campaign, which was done in association with the media agency Media Italia, the production company Gothacom, and the advertising agency Armando Testa.
Fitting results
To give some data – Il Collegio’s fifth season (2020) garnered the highest number of viewers, with an unparalleled audience of viewers in the demographic target under-55 in 6 out of 8 nights of the show, and gaining a first place as the most-watched program of the fall on Rai’s VOD platform RaiPlay with 46.5 million views. In addition, the campaign recorded peak level of share of 72,2% on the female age target 15 to 19.
Some scenes from the branded stories have gone viral and were unexpectedly recorded by influencers with millions of followers, obtaining excellent performances.
The social influence of the protagonists of the television series helped the campaign gain more traction by impulsively posting behind-the-scenes photos or information about special events on their social media pages.
In light of the great results, the client decided to partner in three editions of the program.
Laura D’Ausilio, Head of the Special Initiatives of Rai Pubblicità, explained: “Rai Pubblicità is aware of how much the coherence between the stories told in the program and the values of the brand is the real factor that creates attention, memory and appreciation of the commercial message.”
OTHER CASE STUDIES
ADS & DATA: LEVERAGING BEHAVIOURAL AND CONTEXTUAL INSIGHTS FOR SMARTER ADVERTISING
14. 2. 2025In today’s fast-paced digital landscape, Interest Targeting has been pioneered by Ads & Data. This involves leveraging behavioural and contextual data to serve the most relevant ads. This business case looks at how Ads & Data use this to advertise thereby enhancing campaign performance on their display and shortform platform. With the prospect of developing… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
THE FUTURE OF RETAIL MEDIA: A COLLABORATIVE MARKETPLACE FOR TARGETED TV ADS
14. 2. 2025Last autumn, FranceTV Publicité, M6 Publicité, and RMC BFM Ads, collaborated and partnered with Unlimitail, to launched TV Retail Connect, the first collaborative Retail Media Marketplace for Addressable TV (ATV) and HVOD in the country. Addressable TV has experienced noticeable growth in recent years in France, with impressions increasing by 41% since early 2024. With… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
AD ALLIANCE’S TV FREQUENCY CAPPING FOR REWE
9. 12. 2024Challenge: Overcoming the “Wearout Effect” Advertising often loses its impact after multiple exposures, a phenomenon known as the “wearout effect,” which reduces effectiveness. To address this, Ad Alliance developed a solution to control TV campaign contact frequency per household using Smart TVs. The goal was to maintain the impact of REWE’s image ads while promoting… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
CRISTAL INNOVATES WITH IMPROVED AUDIENCE TARGETING TO REDUCE WEAROUT
9. 12. 2024In 2023, Cristal, a Belgian beer brand, sought to increase positive brand association and awareness by highlighting the local ingredients and green energy they use in their production. The purpose of this campaign was to appeal to younger consumers and minimizing ad waste. To achieve this, Dentsu and Ads & Data partnered with Cristal to… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
RAI PUBBLICITÀ, SHISEIDO, AND DOUGLAS USE TV, BRANDED STORIES, AND SKINCARE SCHOOLS TO EDUCATE CONSUMERS
2. 12. 2024Context This initiative aims to debunk false myths about beauty and skincare that often spread on social media and disorient consumers. The two brands offered tangible action to help consumers make an informed beauty choice. Shiseido, the Japanese giant brand renowned for its historic skincare and cosmetic know-how and innovation, has partnered with Douglas, a… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
RTL GERMANY’S ADDRESSABLE TV INNOVATION: DYNAMIC CREATIVE ADS FOR REWE GROUP’S INDIVIDUAL REGIONAL RETAILER MARKETING
28. 11. 2024Context REWE aimed to replace conventional paper brochures with a more sustainable communication method using digital sales channels while retaining the benefits of traditional flyers. They focused on Addressable TV (ATV) as an additional sales channel, complementing the existing digital solutions. The challenge was accurately displaying ads based on location, and showing digital flyers with… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
ESTRELLA AND NETFLIX’S NEW YEAR’S HEIST CAMPAIGN ON ATRESMEDIA
14. 11. 2024To promote Netflix’s new series Berlin, Estrella teamed up with Atresmedia for an innovative, interactive campaign during Spain’s most-watched TV moment—the New Year’s Eve countdown. The objectives were clear: generate high awareness for Berlin, enhance Estrella’s brand image, and make an impact with a campaign that broke through traditional ad norms. A one-of-a-kind approach In… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
ITV’S GEN AI SOLUTION HELPS BOOST TV ADVERTISING AND SMALL BUSINESS GROWTH
18. 10. 2024In September 2024, ITV launched an innovative solution aimed at making TV advertising more accessible to small and medium-sized enterprises (SMEs). By leveraging the power of Generative AI (GenAI), ITV is expanding its commercial creative production services to remove the perceived barriers associated with the cost of making ads for TV. This innovation allows new-to-TV… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
TV4 MEDIA MANAGER: A NEW ERA OF SELF-SERVICE ADVERTISING SOLUTIONS
17. 10. 2024In June 2024, TV4 launched the TV4 Media Manager, a groundbreaking ad booking system designed to simplify the full advertising process for SMEs and small agencies. This new platform consolidates various advertising opportunities into a single, user-friendly interface, allowing advertisers to plan, book, and track their campaigns with unprecedented flexibility. By enabling targeted advertising based on… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
SHIFTING MEDIA CONSUMPTION, MEASUREMENT STANDARDS, MULTIPLATFORM GROWTH AND THE RELATIONSHIP WITH GLOBAL STREAMERS
20. 9. 2024Laurent Bliaut, Deputy General Director at TF1 Publicité, recently began his tenure as the President of egta, succeeding Walter Zinggl, CEO of IP Austria, to whom we extend our gratitude for his dedicated service. In an interview with our TV Research Manager, Halli Oddsson, Laurent generously shared his thoughts and vision for the near future, discussing the challenges and opportunities… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
SHOP SMART, SHOP GREEN: IP OSTERREICH AND GREEN SHOPPING DAYS COLLABORATION
12. 9. 2024As consumers grow more aware of the environmental and social consequences of their purchases, businesses are increasingly compelled to respond to these evolving values. Companies recognise that aligning with their audience’s concerns is not just a trend but a crucial strategy for long-term success. To meet the growing demand for sustainable options, IP Österreich, the… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
LEADING IN SUSTAINABILITY: ITV’S CLIMATE TRANSITION AMBITION
12. 9. 2024While most media leaders acknowledge the climate crisis as one of the defining challenges of our time, taking effective action as a TV company remains a significant hurdle. In a proactive step within the global media industry, ITV has recently published its Climate Transition Plan, setting a new standard for environmental responsibility in media. ITV… Continue reading EGTABITE 404: IL COLLEGIO. HOW RAI PUBBLICITÀ TRANSFORMED THE CLASSICAL TV SPOT INTO BRANDED STORIES
