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Sun68 case study
Tangoo partnered with SUN68, an Italian fashion brand known for its contemporary casual style and strong identity, to strengthen brand awareness and positioning within the Connected TV ecosystem.
Through premium, non-skippable video formats on leading CTV platforms, Tangoo helped SUN68 reach high-value audiences in impactful, brand-safe environments, ensuring full message delivery and strong memorability across key Italian regions.
The challenge
SUN68 aimed to reinforce its brand visibility and positioning through premium video environments, leveraging Connected TV as a strategic awareness channel.
The brand’s primary objective was to deliver high-impact, non-skippable video communication that ensured full message exposure while maintaining alignment with its premium brand image.
In parallel, SUN68 sought to achieve broad but controlled geographic coverage across Italy, focusing on major cities and strategically important regions, while carefully managing frequency over multiple periods of the year.
Beyond traditional awareness KPIs, the brand also wanted to better understand the qualitative impact of CTV exposure, moving beyond impressions to evaluate attention levels and post-exposure user behaviour, such as website visits after ad exposure.
The overarching goal was to position Connected TV as a strategic awareness channel capable of delivering both high-quality brand exposure and measurable impact.
HOW WE HELPED THEM
Tangoo designed and executed a multi-network, multi-period Connected TV strategy tailored to accompany SUN68 across different moments of the year and maximise the impact of premium video communication.
Key actions included:
-Premium CTV activation across platforms such as Netflix, Sky, Prime Video, LG Channels, Rakuten TV, and Samsung TV Plus
-Non-skippable 30” and 15” video formats to guarantee full message delivery
-Platform-specific creative assets optimised for each viewing environment
-Strategic geographic expansion from major urban areas to key Italian regions, ensuring a more homogeneous national presence
-Contextual targeting on Netflix and Sky, combined with Amazon first-party audience targeting on Prime Video
-Advanced measurement studies including attention measurement and post-exposure website visit analysis
This integrated Connected TV approach enabled SUN68 to reinforce its presence across premium streaming environments while gaining deeper insights into real campaign effectiveness.
results
Tangoo’s Connected TV strategy delivered outstanding performance across both traditional and advanced brand metrics, demonstrating the effectiveness of premium video environments for awareness-driven campaigns.
100%
Attention Rate (benchmark 84.5%)
71%
Viewable to Attention (benchmark 65%)
~ 98%
Viewability
~ 97%
Video Completion Rate (VTR)
~ 2.6
Average Frequency