Together with the “Open to life” press campaign, scheduled on the leading home and furniture magazines, we decided to plan a television campaign to illustrate, at nationwide level, the brand positioning from both a value and product perspective.
The advert, which lasts 20’’, in fact shows a sequence of modern, elegant interiors perfectly suited to showcase a selection of Scrigno’s top-of-the-range products. Along with marking its position as the leading manufacturer of pocket sliding doors, we also wanted to present Scrigno’s beautiful designer security doors for the first time on TV.
The human element was central to the spot: the modern, original interiors were filled with attention-grabbing scenarios, with people experiencing emotions and daily experiences that the viewer could easily identify with. The players in these scenarios interpreted the Scrigno’s values and attitudes: openness to ideas and non-schematic design, openness to emotion and life. To choose Scrigno is to choose authenticity: these words, spoken by a seductive and yet elegant woman’s voice, end the publicity on a clear message for the viewer.
For this story, we chose to go on air on RAI1, RAI2, and RAI3. These are the networks where we will find the attentive and conscious adult target audience who knows how to recognise a quality product. What’s more, we have also created a 15” advert for the RAIPLAY on-line channel to reach audiences who like to stay apprised of news on the web.
The advert will be broadcast for the first time on Thursday 19 November during the “DOC – nelle tue mani” fiction show, which had record ratings in its final episodes. It is scheduled to then air from Sunday 22/11 to Saturday 5/12. The short 15’’ version will run on-line on RAIPLAY from Monday 23/11 to Sunday 06/12.
Scrigno supports the Italian National football team during the BOSNIA-ITALY match – UEFA NATIONS LEAGUE 2020-21.
The match, which was broadcast on Wednesday 18 November 2020 (8:45 p.m.) on the Rai1 TV channel, was accompanied by the Scrigno logo clearly visible on the LED walls of the Sarajevo city stadium.
