On air on TV, digital and out of home is the new Italiaonline campaign aimed at Italian businesses of all categories and sizes, focusing on the importance of knowing how best to manage reviews, social media and one’s online presence thanks to the InRete and Social Media services for businesses, offered free of charge for the first 3 months.
The commercial, conceived and realised by the creative community KleinRusso, features the maître of a starred restaurant, who welcomes a young couple with words that leave those who expected an unforgettable experience in a top-notch restaurant speechless, playing with double meanings aimed at the message: “The online reviews of your business speak for you”.
The tone used is ironic, engaging and inclusive of all the different businesses that can grow their business with optimal management of online reviews and social channels.
Unmistakable is the sound of the Italiaonline jingle, the internet company’s true trademark, which is used again in this campaign to reinforce its awareness.
The commercial, made in a 30-second and 15-second version, is visible from 10 September until December and planned, in collaboration with Mindshare, on a wide range of media.
– For TV, on the Sky and Discovery networks and on La7
– For digital, pre-roll videos and display formats will be planned on the Corriere.it and Sole24ore.it websites, on the Ciaopeople network and on all Italiaonline properties, which are surfed every day by more than one Italian in two
– Moreover, the 15-second version of the commercial will be planned for 9 consecutive weeks in the underground stations of Milan, Brescia, Genoa and Rome and in the main national airports (Milan, Bergamo, Turin, Venice, Verona, Genoa, Bologna, Rome, Naples, Reggio Calabria, Palermo and Trapani).
Roberto Giacchi, CEO of Italiaonline, comments: “The message that we want to convey with this new campaign – once again in a fun and optimistic way – starts from a very simple piece of evidence: about one in two Italians today, before contacting a company, a business or a professional, checks its online reputation, on search engines and social networks. Hence the need, which can no longer be postponed, for all Italian companies to professionally manage their reviews and digital presence to safeguard and increase their business. Italiaonline is the best partner to support companies that want to use digital to do business.”
Fabrizio Russo, CEO of KleinRusso, says: “We are happy to be once again alongside Italiaonline in this important and ambitious project that responds to a real need that companies face: the dependence on online reputation that can in fact determine their success or failure. The campaign tackles the problem and the solution offered by Italiaonline with a pop, clear and punctual commercial that uses an archetype of the ‘slavery’ to reviews, that of the restaurant sector, which today has however been extended indiscriminately to all other businesses.”
Chief Communication Officer: Giorgia Camandona
Media planning & creativity: Chiara Magnabosco
Ceo: Fabrizio Russo
Executive Creative Director: Antonio Fatini
Strategic Planner: Sandro Volpe
Client Service Director: Manuela Bartelli
Account Manager: Valentina Beretta
Senior Art Director: Simone Macciocchi Salerni
Director: Nick Russo
Production: Filmmaster Productions
Executive Producer: Fabrizio Razza
Producer: Valentina Bellanza
DOP Luigi Zoner
Costumes Thais Brandao Montessori
Set Design Daniela Della Giovanna / Elena Di Salvo
Colourist Danilo Vittori
Audio Blah Blah production
Media Centre: Mindshare