Following a consultation involving numerous communication agencies, Altroconsumo, the leading and most widespread non-profit consumer organization in Italy, has chosen Dolci Advertising for the brand’s repositioning through a new communication strategy.
An intensive multichannel planning approach will support a multi-subject campaign aimed initially at consolidating brand awareness and subsequently at deepening and showcasing the wide range of services and activities offered.
The new campaign revolves around the theme of “choice” in its various forms and interpretations, emphasizing how choosing to associate with Altroconsumo can simplify all other everyday and extraordinary choices with the right awareness and peace of mind.
The campaign will go live in February, featuring a rotation on Sky of three TV commercials directed by Luca and Marcello Lucini, with cinematography by Davide Artusi and produced by Kapakom. The campaign will also have a web presence, with various spin-offs designed for Altroconsumo’s social and digital channels.
“With this campaign, we aim to engage consumers and market players in the new brand positioning journey that Altroconsumo will pursue throughout 2018. The challenge is exciting: to consolidate its position as a global player in providing simple and quick solutions to everyday needs. In a constantly evolving market, Altroconsumo seeks to manage change to be by people’s side, at the right time with the right tools. Always with independence, scientific rigor, critical consumer insight, and a commitment to defending people’s rights and serving consumers. Choosing consciously has never been more urgent and impactful for personal growth and the country’s system. In a world full of questions, Altroconsumo provides answers,” states Andrea Altichieri, Marketing Director of Altroconsumo.
For Marco Benadì, Partner & CEO of Dolci Advertising, “Contributing to the awareness of a proud and independent brand, like our agency, fills us with pride and revitalizes our energy, making real and possible a change in consumer ethics through values-driven communication that comes from the heart. I thank the entire team that dedicated themselves to this project, the creative duo Davide Bombonato and Nicolò Battaglia under the creative direction of Guido Cornara, and Client Partners Martina Mancini and Lorenza Calcaterra.”
For more information, please contact Martina Mancini.
