Advertising campaign: “Poldina lights up even the most unexpected places”
The advertising campaign for Poldina has a twofold objective: on one hand, to strengthen the association between the category of portable lamps and the Poldina model in the general public of private consumers, positioning Zafferano as the leading brand in the wireless lighting fixture segment; on the other hand, reach the target of Italian consumers, giving a boost to sales around Black Friday and Christmas 2020. To reach such a large audience, were chosen the most efficient mass media towards the target:
Television / The La7 television network, compared to other channels, has a higher concentration of educated and upper-middle-class economy viewers.
Print media / The national newspaper Il Corriere della Sera and the monthly La Cucina Italiana (November and December issues).
Digital / Mass media advertising is flanked by a digital campaign, which uses various platforms (including social media Facebook and Instagram) to place the e-shop pages among the top results and bring qualified traffic to the site.
The TV commercial tells three Poldina stories, short yet intertwined, where the lamp is used, like a "modern candle", in different situations: in the end, all characters reach a dark and quiet place to watch the full moon, whose image finally overlaps that of Poldina. An off-screen voice describes Poldina as the light that “lights up even the most unexpected places": it is the bright companion that gives you the freedom to illuminate, the wireless device that brings light wherever it is needed, even where the electricity grid is not present. Actors, direction, photography, narration, original music convey a poetic, dreamy, emotional atmosphere. The "sound logo" at the end of the commercial - three notes, echoing the three syllables of the name Poldina - attract the attention of the listener. The print media artwork is inspired by the commercial; the picture of Poldina in an unusual situation, conveys the values associated with portable lamps: the freedom to illuminate, the sense of the unexpected, dynamism and versatility.
Photo credits: Chiara Rigato
