Mobilturi starts its brand awareness in Italy where it faces the leading kitchen players through a generalist integrated advertising. This completely Made in Italy brand is an export champion in the countries of the Mediterranean area and it seeks to achieve a similar objective in Italy through a 2-month advertising plan on the major national TV channels, also in a below the line communication and in-store.
On air from 1st March until 21st April 2018, Mobilturi video spot drives this whole operation through its 15’’ and 30’’ versions. If the long one is available on social networks, the half-version is inserted in the Sky programs Masterchef and Masterchef Celebrity and on Mediaset scheduling. On Rai, the advertising reaches families with a 60-second telepromotion in the program Soliti ignoti – Il ritorno and a 5’’ version also extended in the quiz show L’Eredità.
The scheduling of television advertising will be accompanied by 7 and 10-second billboards in the news programs Traffico and TG Meteo on Canale 5.
Resistance and versatility are the promoted values in the ad campaign with the claim “True love endures the hardest trials just like a Mobilturi kitchen”. Together with these features, the advertising leaves room for some functional kitchen details: hiding hood and rationalization of spaces.