LA CERAMICA ITALIANA by Barabino & Partners for CONFINDUSTRIA CERAMICA

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LA CERAMICA ITALIANA

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Industry Household maintenance & pet products, Wall & Floor Coverings
Media Promo & PR, Case study
Market Italy
Agency Barabino & Partners
Director Claudio Falconi
Creative Director Andreina Angelino
Released August 2012

Credits & Description

Category: Best Integrated Campaign Led by PR
Advertiser: CONFINDUSTRIA CERAMICA
Product/Service: ITALIAN CERAMIC TILES
General Manager: Federico Steiner (Barabino & Partners)
Consultant: Ferdinando De Bellis (Barabino & Partners)
Consultant: Giovanni Vantaggi (Barabino & Partners)
Creative Director: Andreina Angelino (Barabino & Partners Design)
Senior Copywriter: Enrico Camera (Barabino & Partners Design)
Project Manager: Massimiliano Rossi (Barabino & Partners)
Web Designer: Valentina Cavalleri (Barabino & Partners Design)
Web Developer: Fiorenza Tomea (Barabino & Partners Design)
Production & Concept Organization: Andrea Ugona (MPTBOX)
Director: Claudio Falconi (Proxima Milano)
Director of Photography: Claudio Meloni (Fargo Film)
Post-production (video): Andrea Masera (Proxima Milano)
Post-production (audio): Cristiano Joyeusaz (Operà Music)
Client: Cristina Faedi (Confindustria Ceramica)
Client: Andrea Serri (Confindustrai Ceramica)
Media placement: ADV - Print - La Stampa, Il Sole 24 Ore, Domus, Ottagono, L'Arca, Class, Il Messaggero - 13 October 2010
Media placement: ADV - Online Display - Repubblica.it, AT Casa, Corriere.it, AlFemminile.com, Mediaset.it, La7.it, Domus - 15 February 2011
Media placement: ADV - TV Commercial - Rai, Mediaset, La7, La5 - 10 October 2010
Media placement: ADV - TV Promoflash - Mediaset - 25 October 2010
Media placement: Media Relations - La Repubblica, Corriere della Sera, La Stampa, Vanity Fair, Panorama, Il Mondo - 1 July 2010
Media placement: Events - / - 24 September 2010
Media placement: Web Portal - / - 24 September 2010

Summary of the Campaign

Confindustria Ceramica - the Italian Association of Ceramic Tile Manufacturers - has appointed us with the promotion of an integrated campaign aimed at enhancing the global perception of "Italian Ceramic Tiles".

The project originates out of the need to redefine the product positioning, reviving its role as a main component in design, life style, fashion, new housing styles, and with a view to extending the industry targets by involving ever more competitive, creative consumers, who are strongly fascinated by trendy products.

The campaign strategy and concept have been identified from the unique product plus: ceramics is basically the only type of tile with which a practically infinite range of shapes, colours, and solutions is possible. Italian Ceramics means Infinite Creativity.

Following a target audit phase, in which an opinion poll and one-to-one interviews have been conducted, the campaign has further developed through an integrated project guided by PR actions and implemented in different communication channels: off-line advertising, events, TV, web communication, web portal.

Several actions have been carried out over a period of about one year with appearances on TV channels, newspapers and magazines (editorials, web, TV, events) for a total of approximately 114 million contacts.

The Situation
Confindustria Ceramica is the Italian Association of Ceramic Tile and Sanitary Appliance Manufacturers – in charge of promoting Italian ceramic products both in Italy and abroad.

Italy has always been the most important producer of ceramic tiles in the world, and a reference point for its style, creativity and innovation. In the past few years, ceramics has lost appeal versus its competitors: i.e. wood, stone, or resin tiles, deemed to be more prestigious and "trendy". Ceramics is considered to be a "poor", "cold", "uncool" products, suitable only for some specific settings (e.g., kitchens and bathrooms).

The Goal
The campaign aims to revamp ceramics as a creative, prestigious, and trendy solution. Ceramics has the right "credentials" to play a leading role in design, fashion, new life styles and architectural design: from all rooms in the house, to large buildings and public spaces.

There are two main reference targets: namely "insiders" (architects, designers, interior designers) and an increasingly larger group of "consum-actors", who are creative, motivated, well informed and who want to play a leading role in creating their own world.

In order to define the target’s needs: opinion poll by Eurisko and one-to-one interviews to some selected influencers.

The Strategy
The campaign strategy and concept have been identified from the unique plus that distinguishes ceramics from all its competitive products: thanks to a major product innovation developed by ceramics manufacturers, ceramics is the only type of tile with which a practically infinite range of shapes, colours, sizes, decorations, and finishings is possible.

For this reason, ceramics is "Infinite Creativity", and it perfectly meets the needs of Consum-actors, who favour solutions that allow them to pursue an exclusive and personal style. Ceramic tiles and consum-actors are the perfect match.

Unlike previous industry campaigns that were somehow self-referencing - our product is beauty and technology-, this campaign focuses on consumers (and industry experts) by fuelling their desire to play a leading role, while suggesting them that ceramics is the right product to fulfil it.

Execution

The campaign has been implemented along two complementary planes: a PR action, aimed at prompting rational purchase motivations (brain), as well as a whole set of integrated strongly emotional actions with a view to consolidating the new product positioning: ceramics as a creative choice (heart).

Campaign phases:

Target Audit: Eurisko opinion poll (1,000 interviews) and one-to-one contacts (influencers)

Communication/PR Plan: 1 year (2010/2011) with focus in the winter period (advertising campaign break);

Media relations: 1 year (2010/2011);

Offline/Online Advertising: 2 flights of 2 months each (A/2010 and S/2011) with appearances in 78 generalist and specialist newspapers and magazines, 30 websites and in all major TV channels (Rai, Mediaset, La7);

Web Portal: creation of an international portal dedicated to Italian Ceramics;

Events: October - attendance to Cersaie, the most important international trade fair of the ceramic industry. April: attendance to the Salone del Mobile Milano (International Furniture Fair of Milan).

Documented Results
ADV - Press: 13 million readers reached during the campaign period
ADV - Online: 18 million of impressions
ADV - TV: over 65 million contacts in 5 weeks
PR: 110 published articles, over 17 million readers reached
Web Portal: 90,000 accesses to the www.laceramicaitaliana.it site, from 141 countries worldwide
Events: 120,000 visitors to Cersaie and the Salone del Mobile di Milano International Furniture Fair of Milan).