Building trust and brand credibility

This week’s egtabite features an innovative approach to an issue numerous brands are struggling with in today’s challenging advertising landscape: how to build trust and brand credibility?

To build upon TV’s trusted reputation and to remind advertisers that TV offers brand safety, the Italian media sales house Rai Pubblicità launched the Be Transparent offer, aimed at building trust and credibility through cross-media advertising on their platforms.

For advertisers who consider transparency as a top priority in their marketing campaigns, the sales house launched a new commercial solution, which adds both credibility and trust to TV’s qualitative environment for viewers. When advertising a product, the credibility of the brand and the quality of the product often require transparency. Transparency implies providing customers with as much information as possible about the product. It is by using the most obvious place to find such information – a product’s label or packaging – that Rai Pubblicità designed their new Be transparent offer.

The importance of the label

The commercial format Be Transparent is the 'Label Lesson', a cross-media offer aimed at promoting a more conscious consumption, highlighting product innovations and providing the consumers with all the information they require. Research shows consumers consider labels and packaging as a transparent and reliable source of information. In Italy, 55% of consumers state they carefully read the nutritional label, compared to 48% for the UK, Spain, Germany and 43% for France.*

How it works

The Be Transparent project basically provides advertisers with a specific creative format: a spot produced directly by Rai. After a brief jingle which identifies the advertising format, the TV spot zooms in on the product label while a voice-over explains which ingredients the product - often nutritional - contains. To provide a complete product picture, the separate ingredients each appear as an animation while their health benefits are listed. The format enables advertisers to target Generation Z, Millennials and middle age people up to 54 years old, who would account for 14,2% of the total Italian population or 7,3 million individuals.

The package combines highly qualitative advertisments: a 30’’ video in first position in the TV breaks, 30’’ radio promotions in qualified Radio Rai 2 programs, combined with 4’’ billboards, video seeding of the brand production and 60’’video on RaiPlay and Rai.it HP. The campaign is also amplified on social media by branded content postings on the Rai 1 and Rai 2 Facebook profiles.

Results

The Be Transparent offer, with its 'Label lessons' has proven to be a commercial success so far, with customers coming from various product sectors: food, clothing, home keeping, retail, personal care and home furniture.

Lucia Lini, Chief of Special Project Sales of Rai Pubblicità, comments: “This project is a big success for Rai Pubblicità demonstrating the ability to intercept the socio-economic trends of the country and to transform them in business opportunities for the company. The Be Transparent offer, together with the new galaxy of new Be Collection projects just launched, wants to position us side by side with the customers as consultants of a new communication language in line with Rai's editorial mission to give value to the whole country economic system.”

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*Coop report 2016