Tenutabene

Only cars with a story

Turning pre-owned vehicles into cars with a narrative.

A young couple sits on the roof of a red car covered with a patterned blanket, kissing under leafy trees by a lake, with their reflection visible in the car’s windshield.

Insight

The market needs a swerve.

The usual communication for pre-owned automobiles considers the car an inanimate object described through data and technical specs.

Tenutabene is an Italian marketplace dedicated to pre-owned car trading, owned by the Unipol Group. The platform rewards visitors’ honesty by giving more visibility to those who complete all classifications.

A young man sits on a green sofa in a cluttered living room filled with boxes, books, plants, shelves, and musical instruments, suggesting he is packing or unpacking. Sunlight streams in through a window.

Idea

A new player in the pre-owned car market.

The film tells the story of Marco, who is looking for a mini-SUV in the Tenutabene marketplace. For every classified selected, the protagonist will appear inside the car, discovering and becoming a part of the story of that vehicle.

From a family with a passion for wrestling to a band of metalheads, Marco will discover the adventures and roads travelled by each car.

A man presses his face comically against the window of a red car. The window displays white stick-figure drawings of a family: two adults and two children holding hands, with one child making a silly face.
An elderly man with glasses and a pink bow tie gestures while driving a car, with a younger man sitting in the back seat. The car interior is decorated with colorful hanging ornaments.

Impact

Celebrating the story that every car has to tell.

The film aired on national television, key radio stations, digital and social media platforms. The extensive campaign is pivotal in increasing awareness of the innovative marketplace.

The attention is shifted from the old car’s data to the story that every vehicle has lived, making the conversation human and unprecedented.

A child in a striped shirt laughs while being playfully wrestled by another child wearing a red and silver mask inside a car, as an adult next to them smiles and takes a photo with a phone.
Three men sit in a car; the two on the sides, dressed in bold, rock-style outfits, are angrily shouting, while the man in the middle, wearing a yellow shirt, looks surprised and uncomfortable, holding a phone.
Two hands exchange a car key and a CD case in front of a red car. One hand wears a studded bracelet, while the other person wears a patterned sleeve.

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