On the occasion of the centenary of their Studios, Disney presents their new film Wish – desiderio – in cinemas from 21st December, and they are getting ready to make another generation of kids dream.
At the same time, thanks to a new marketing initiative and a magical prize-winning contest dedicated to holders of the Mediaworld CLUB card, MediaWorld is getting ready to make the dreams of their clients, of all ages, come true. With Christmas approaching we feel that we can make a wish for something, even something big. That’s the idea behind the project created by Armando Testa which brings together MediaWorld and Disney. Because wishes can come true with the magic of a star or, why not, thanks to technology.
These presumptions were the starting points for MediaWorld’s new omnichannel campaign. On air from 1st December, it will run for the whole month, and supports the new offers and promotions running from 1st to 7th as well as the prize-winning contest that ends on 31st.
For the whole month, using a communication plan that includes the use of TV and a mix of traditional and digital media, the “I wish…” from Asha, the protagonist of Wish, will come true thanks to MediaWorld’s special offers.
From 1st to 7th December you can get up to 400€ in a MediaWorld Gift card, to spend in any one of the 129 physical stores located throughout the country and on e-commerce mediaworld.it.
This is the formula:
-spending a minimum of 500€ the client will receive a MediaWorld Gift Card with a value of 50€;
-spending a minimum of €1.000, a Gift Card of 150€;
-spending a minimum of €2.000, a Gift Card of 400€.
In addition, throughout the month of December, if holders of the MediaWorld CLUB card make a purchase, they qualify to take part in a final draw worth 20.000€ to make a closet dream come true. Finally, all holders of MediaWorld CLUB card, no purchase necessary, will receive the “Calendario dei Desideri MediaWorld”, (MediaWorld Calendar of wishes)from which a range of prizes can be downloaded every week.
Regarding the media mix, the goal was to communicate the campaign in collaboration with Disney to clients on a range of touchpoints. The ad will be shown on main television channels and connected TV to reach a more digitalized audience known as “Light TV Viewers” who exploit the contents of Linear TV less and less. To complement this, a strong campaign will also be planned on YouTube, accompanied by large size visibility formats on the best-known information sites, as well as social and network media linked to the world of shopping & offers.
“We are very happy with the partnership with Disney given the consistency between target and messages” states Vittorio Buonfiglio MediaWorld COO “The spirit of the film of the centenary of the Studios is particularly trans-generational and that’s why the campaign captures the attention of a wide scope of the public and, in addition, there is a strong overlap of common values. Indeed, technology is not just an object of desire but also an enabling means to realise the aspirations and objectives everyone is aiming for with tenacity and hope”.
“The process of choosing campaign partners and testimonials is proving ever more delicate and strategic” says Sylvain Querné MediaWorld Digital & Marketing Director “Thanks to a data-driven approach, along with the experience of a cross-cutting team of professionals and the functions of the company, we can assess a high number of variables which are constantly increasing. Indeed, marketing activities take account of a growing number of physical and digital touchpoints, the evolution of client preferences and cultural and generational sensitivities, as well as the level of coherence and effectiveness reflected in each of the product categories distributed”.
Francesco Sodano head of Omnichannel Marketing adds: “the media mix choice takes into consideration both the omnichannel spirit which is typical of MediaWorld’s offer as well as the way the use of media is evolving, becoming ever more diverse. In addition, the company successfully balances the objectives of acquisition and retention with strong promotion of the MediaWorld CLUB. Thanks to all the touchpoints, it offers the growing number of people who take advantage of the free membership, discounts, promotions and reward initiatives”.
MediaWorld
Leading consumer electronics chain in Europe with over 1000 megastores, MediaMarktSaturn Retail Group operates in Italy as MediaWorld, sector leader in the country. MediaWorld currently has 129 points of sale located throughout Italy.
Digital & Marketing Director: Sylvain Querné
Head of Omnichannel Marketing: Francesco Sodano
Trade Marketing Senior Specialist: Debora Gorla
Head of Brand & Traditional Media: Mauro Miccoli
Brand Management: Mattia Alberto De Marco
Traditional Media Buying: Luca Mondo
Head of Digital Marketing: Andrea Tisato
Digital Media Buying: Giorgia Patricelli
Social Media & Content Manager: Margherita Dongiovanni
Art Director: Fernando Conti
Content Manager: Andrea Petoletti
Loyalty & CRM Manager: Matteo Scianni
Campaign Credits
Agency: Armando Testa Group
Executive creative direction: Georgia Ferraro, Nicola Cellemme
Creative team: Lorenzo Blangiardo, Maria Meioli
Account team: Emanuele Cicogna Mozzoni, Chiara Simone, Irene Maria Albano
Production Company: AT Studios
Mediaplus
Davide Rossi d.rossi@house-of-communication.com
Lorena Bragotto l.bragotto@house-of-communication.com
