Andrea Pirlo is the spokesperson for Intred’s integrated campaign signed by Ideal

The TVC marks the debut of the integrated communication platform that brought into play the expertise of all communication group companies. Radio, print, OOH, along with digital and social, the other touchpoints. The 2024 campaign will aim to consolidate the brand’s presence in Lombardy, a strategically central region.

TV and connected TV, radio and print campaign, OOH, branded content, live events, editorial content and adv campaign on social channels, digital formats and new website: these are the assets declined on b2c, b2b and investors targets that will support Intred’s new communication until 2026, which sees in Andrea Pirlo the ideal testimonial, for the traits and values that he shares with the brand: not only the Brescia roots but also and above all the excellence of performance and speed of execution that have characterized Intred’s growth in recent years.

The strategic and creative direction of the entire project is by Ideal, which coordinates the Group’s other signs for their respective areas of expertise: OutNow for Social, Digital and Media Planning, Live Zone for Live Events, and Sala Giochi for the production of all content.

The 2024 campaign will aim to consolidate the brand’s presence in Lombardy, a strategically central region for Intred. The TVC on air on regional networks and on the CTV and digital media of national broadcasters will be supported and amplified through a radio campaign, a series of press releases in newspapers and an OOH and DOOH campaign.

In addition, a mix of geo-targeted campaigns on Google and META platforms are planned on an ongoing basis.

The entire communication plan will see an alternation of institutional, B2B and B2C formats, depending on the type of space and activation period.

New design and architecture also for the entire Intred web platform, which has been completely redesigned to provide a complete and engaging user experience. The redesign and development process also involved the Media department in order to devise a full-funnel approach necessary to direct users to the new web portal, with the aim of accelerating Intred’s business performance.

Over the months, the plan will develop further with a calendar of presences and live events, dedicated to entrepreneurs, startuppers and investors, as well as the consumer target, which in particular will be intercepted in the territories of its passions: gaming, sports, reading and TV series.

Completing the communication ecosystem is an original branded entertainment project, with a talk aimed at entrepreneurs, investors, companies and stakeholders, led by Luca Zorloni, journalist and head of Wired Italia’s website and digital area.

The TVC, directed by Igor Borghi, offers the exciting and visionary tale of the arrival of Intred fiber, symbolically represented by a ball kicked with precision and power by Andrea Pirlo and capable of igniting and bringing into the future an entire city, connecting it to the world and opening it to infinite possibilities.

With a contemporary and engaging visual language, we follow the ball’s epic journey through the urban environment, which is transformed into a spectacular setting as the Intred fiber spreads and branches out on facades, rooftops, along streets, inside and outside buildings. The story concludes with a surprise ending, an unexpected twist of lightness and humor that allows us to reduce the distance with the viewers, making the message more authentic and memorable.

“Intred’s extensive plan to grow and consolidate its business in the Lombardy region has found in a partner like This Is Ideal a fundamental support to accompany the development of brand awareness and to reach and engage new customers.” Daniele Peli, Co-Founder and CEO of Intred S.p.A.