AdKaora and Hej!, the Mondadori Group’s MarTech Centre digital agencies, and Savi, a marketing technology company specialising in managing shopper activation services using discount coupons, have been chosen by Sofidel, a leading manufacturer of paper for hygienic and domestic use to promote the Regina Asciugoni product with a proximity marketing campaign aimed at distributing digital discount coupons.

The campaign ran online in November and December 2023, together with Wavemaker, and was aimed at product awareness and drive to store, through multichannel planning: standard and interstitial display, push notifications, formats and notifications on the Stocard app, Hej! social media. All these formats were shown to the target group of shoppers and frequent shoppers nearby Esselunga sales points and let them get on Savi’s form or on Hej!’s “AI based” conversational landing page, in the case of social media, with the aim of getting the users to download the coupon.

The project’s goal was to intercept the target audience nearby the relevant sales points for the campaign and tell them about the existing product offer, influencing the shopper journey through mobile couponing. According to research by Iri FMCG Demand Signals, more than 40% of Italian households search for discounts and offers when shopping.

The results were positive: on four different placements (AdKaora network, Push Notification, Stocard, Hej!) the campaign reached about 1 million users and about 24,000 users lgot to the landing pages, and over 4,000 coupons were generated.

Moreover, a CTR on AdKaora display formats of 1.63% and on push notifications of 2.45% were recorded, confirming the users’ interest and consideration for the product and the offers activated.

The combination of AdKaora’s advanced proximity marketing suite and Savi’s shopping activation technology enables brands to enhance their marketing strategies, boosting brand awareness, consideration and conversion through the integration of Savi’s technology in the main sales point checkouts and through AdKaora and Hej!’s multi-channel planning. This makes it possible to engage users at the points of interest involved in the campaign, but also to gather important insights for brands about consumer behaviour through footfall and post-campaign analysis.

AdKaora and Savi are active with digital coupons on a major retailer network covering several large-scale retail chains in Italy, including Coop, Acqua e Sapone, Iper, Esselunga, and Carrefour. Savi’s platform is integrated with the ecosystem of individual retailers and allows the shopper to redeem promotions in every large or small sales point increasing product consideration and encouraging impulse purchases.

Andrea Zermian, Sales and Marketing Director for Savi said: “From the outset, Sofidel showed great interest and confidence in the proposal we presented to the market through our partnership with AdKaora. The results were encouraging and this further strengthens the partnership’s development prospects. Today, we are able to offer brands an end-to-end, measurable, omnichannel tool that closes the circle of every promotion by providing timely data on both consideration, thanks to issuing coupons, and actual conversion, thanks to the use of coupons at checkouts. This means it’s not only a matter of engaging customers when they are inside the sales point doing their shopping, but also in the consideration phases: announcements, supported by having a voucher, positively impact on perception by leveraging a concrete benefit that supports the customer through the subsequent phases of the funnel”.

Davide Tran, CEO of AdKaora, stated: “Together with Sofidel and our partner Savi, we wanted to achieve very specific communication goals, such as reinforcing product consideration and encouraging purchase by using digital coupons. In addition to achieving high reach numbers with multi-channel planning, another important result was the collection of qualitative leads through Hej!’s conversational marketing, which enabled significant performance in terms of coupon generation and redemption at the sales point. We would like to bring continuous innovations into proximity marketing strategies not only for distribution channels but also in terms of results by adding other “last mile” solution that give a nod to customers’ wishes”.