The radio campaign “Il nome del comfort,” created by Dolci Advertising, has been awarded a Key Award in the “Radio Family Lifestyle” category.
“What makes this radio communication powerful? It lies in its potential limitation: the impossibility of representing the product. Free from the need to describe it, it allows listeners to experience an emotion, reflect, and look within themselves,” explains Marco David Benadì, Partner & CEO of Dolci Adv, the agency responsible for the new positioning of Divani&Divani by Natuzzi. He emphasizes that in a radio spot like “Il nome del comfort,” characterized by strong insights, this potential is fully expressed and highlighted by the soundtrack, which serves as the connecting thread of the multichannel campaign conceived and executed by his agency. This approach also provides affiliated dealers the opportunity to convey a highly emotional spot through local communication, allowing for a tactical execution as well.
“In this journey,” continues Benadì, “the biggest surprise was discovering that alongside us was a courageous partner: a client who challenged and supported us throughout our creative process. This is evident in the campaign itself, which has been consistently adapted across various media, aiming to evoke an emotion rather than advertise a product. The choices made in this campaign, marked by great audacity yet grounded in reason, have enabled the company to transform its image and positioning.”
Dolci Adv, together with the Natuzzi Creative Lab, also handled in-store communication. “The eighty stores of the Divani&Divani by Natuzzi affiliate network,” explains Benadì, “provide us with the opportunity to communicate, from Turin to Ragusa, the compelling reasons that make the promise of absolute comfort credible, thus bringing consumers closer to the most important phase of brand courtship: the invitation to experience the product.” Now more than ever, the purchasing experience must become a multisensory experience. “Divani&Divani by Natuzzi is today deploying all the tools necessary for local retailers to tell the entirely Italian story behind the first retail chain dedicated to consumer service and support.”
