Tag Archives: italy

Italian Marketing is keeping up…

So… gone are the days when I’d think I’d never come back to Italy as the market was far behind compared to the English one! I’ve been down here for the past couple of weeks and I have to say, I’m extremely impressed by how far they got to!

I’m not sure if you all know, but  the Italian audience is now one of the most prolific both in terms of iPhone  and Facebook usage throughout Europe (2nd in Apps’ Downloads and 3rd biggest audience on FB). From what I’ve seen and heard, ‘social media’ campaigns seem to be working pretty well; also, in terms of ‘innovative use of media’ the market currently looks pretty healthy and not entirely different from the UK. What stood out while surfing the internet over here or watching both TV and the ‘bigger’ screen is how creatively they are producing and delivering content.

Some examples below:

I spotted a lot of bespoke landing pages to promote movies á la Nintendo Wario Land YouTube page. If you haven’t seen it before, this is something that’s been done over and over again by other brands. In Italy I’ve spotted the trailer of ‘Cloudy with a chance of Meatballs’ (Piovono Polpette) using the same technique. Check it out here!

Another interesting thing I saw through a YouTube takeover was this campaign launched by Intesa SanPaolo, an Italian bank, to put trust back into their consumers. Called ‘Per Fiducia‘, (English Version here) the project includes three short-movies produced by three young talented directors with the mission of highlighting the positive and vital energies that animate the Italian country. Named ‘Per Fiducia 2.0’ the campaign is now asking users to participate through an interactive story-telling tool and create their own stories. Through a crowd-sourcing tool, users will be able to vote and rate the content, deciding the winners and therefore the next batch of short-movies to be showcased online…

Flashmobs seems to be taking over the more adventurous Italian audience as well. The Italian FOX TV decided to promote the American TV Series GLEE with a flashmob in ‘Galleria Alberto Sordi’ in Rome – check it out down here:

Also I haven’t managed to find a link anywhere online, but there is a new Italian TV show called ‘InnovatiON‘ where users are asked to interact with the content on TV from their computers while watching the show. Something like this obviously works if you are watching the show live – but no issues there at all as in Italy there is no SKY forwarding/rewind/recording facilities yet!

Last but not least, I’d like to give a massive thank you to Andrea Genovese who is providing an excellent review on everything happening in Italy through his 7th Floor website. If you speak Italian I’d really recommend you all to follow him – he’s an increadible source of inspiration and definitely keeps me in the loop with everything that’s happening “back home” – Grazie Mille Andrea!

I think there is a little bit of work to do in terms of using more emerging technologies but I am definitely going to keep Italian case studies in my mind now that I know things are working nicely here! ;O)

Over and out … happy holidays peeps!



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Italian tradition

Back from the most relaxing holidays ever and now back on track…

I snapped up few photos in Italy to post on here of some interesting “marketing stuff” – not sure if I’d call them ideas, innovations or something else, so I guess stuff is pretty general! :0)

First, I noticed that Coca Cola, including all drinks belonging to the big giant, is repositioning itself as an healthier brand in my country – other then noticing the new global ad campaign showing “the real thing”, I’ve seen some other ads enhancing the new diet drinks’ improved recipes to carry a healthier lifestyle!!!

The other cool thing is their new can size – probably to fit more of them in a fridge – they resamble RedBull tins, thin and long, available for all the family’s drinks! (see picture below)

Also, while I was having breakfast the other day, I noticed how a traditional national brand can seriously “take over” …

Mulino Bianco, which belongs to Barilla, is probably the brand I miss the most living in England! They produce the best ever biscuits, cakes and brioches in the world…EVER, it’s a fact!

I noticed how the breakfast table was absolutely filled with at least 10 M.B. branded products and with some nostalgia I had to blog about it

It must be pretty hard to enter this market in Italy as M.B. probably has the highest Market share ever…and well deserved I think!

Last, another interesting idea I noticed at the restaurant Rosso Pomodoro, it is now a global chain (they just opened another one in covent garden by the ivy) and it is probably the proudest Naepolitan symbol in London eh eh!

While having ‘the last supper’ with dad and sister, she ordered this tuna salad which interestingly arrived with an overly packaged tuna pot!

Selling their own products is of course not an issue for them and definitely with a clever idea to promote them, they’ll go a long way…my sister bought few tuna pots!!!!




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Posted by on August 11, 2008 in Uncategorized


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