Let’s Wow! Mediaworld and Armando Testa celebrate 35 years as brand leader in consumer electronics
It has been 35 years since the first MediaWorld store opened in Curno in 1991. Today, the brand is celebrating this significant milestone with a project developed in collaboration with the Armando Testa Group: ‘35th Anniversary Let’s Wow!’, which has come to life with a new campaign, a film, in-store activations for partners and customers, as well as a dedicated event. At the heart of the project is the concept of ‘first times’: those moments when your encounter with some new technology opens up unexpected possibilities and leaves an impression sure to last.
The celebratory film was created by the Armando Testa agency and is a journey form è un 1991 to today featuring the emotions of the first times, experienced by people interwoven with the presence of MediaWorld in their lives and it describes how the brand has been by the side of generations as they discover the ever new possibilities and ways to experience technology.
As stated in the closing lines of the film: “To give you the thrill of the first time, every time. We’ve been here for 35 years.”
The concept extends beyond the film. The Armando Testa Group has, in fact, created the visual identity for the 35th anniversary, developing not only the commemorative logo but also in-store materials, leaflets, and ad hoc digital and social media content. They’ve created a unique visual language which underpins all the initiatives dedicated to the anniversary and which consistently tells the story of a brand that evolves, to ensure it always remains relevant to people’s lives.
The project saw the agency working in close collaboration with AT Design to create the logo and with AT Studios for the production of the film.
“To celebrate this important milestone, we opted for a campaign with a strong focus on video, designed not only to recount how technology has evolved, but above all the emotions that technology has allowed us to experience over these 35 years. Because MediaWorld’s story is not just about shops, products or campaigns: it is, above all, about people and their ‘first times’. Their first television, first computer, the first smartphone, the first games console, the technology chosen for your first home. Since 1991, we have accompanied millions of Italians through many of these moments and, very often, MediaWorld was there with them. This was the inspiration for the film created with Armando Testa: a journey through 35 years of a shared history, built around the ‘first moments’ experienced together with our customers. Technologies have changed, we have changed, but MediaWorld has always been there. The campaign will unfold across an integrated ecosystem of TV, Connected TV, Online Video and Social Media, with formats designed to amplify its emotional impact and reach people across various touchpoints. The story will kick off in the first week of October and run until 24 October – a particularly significant date for us, as it marks the anniversary of the opening of our first store in Italy, in Curno. But the 35th Anniversary won’t stop there: from January 2027, a new chapter of the campaign will begin, with a second wave and new
ways to continue telling our story and celebrating this journey together with our customers,” commented Francesco Sodano, Marketing Director at MediaWorld.
“When was the last time you did something for the first time? It’s the question that opens the film and captures the very heart of the project: first-time experiences change us, but often it’s only afterwards that we realise it. We wanted to focus attention precisely on that emotion, on that moment when something enters our lives for the first time,” adds Georgia Ferraro, Executive Creative Director at Armando Testa.
“Telling the story of MediaWorld’s 35 years meant rediscovering many of those moments and the sense of wonder that goes along with them. Because that’s precisely where the ‘wow’ moment comes from: when something new surprises us so much that it stays with us,” concludes Nicola Cellemme, Executive Creative Director at Armando Testa.
The celebratory ad was directed by Paolo Monico and kick off on air from October with multi-channel planning which includes TV, digital and social media platforms. The total video campaign developed in cuts of 60”, 30” and 15” aims for 75% coverage of the socio-demographic target, more than 300 GRPs and 60 million impressions.
Media planning and omnichannel activation developed in collaboration with Starcom, an agency in the Publicis group.
The celebrations will also involve retail outlets with promotions and initiatives dedicated to the 35th anniversary, including ‘Sottocosto 35°’, (Below cost price 35°) alongside activations and experiences such as the Red Zones in the Tech Villages. The programme will also continue through digital and social media initiatives, events dedicated to the world of gaming, and engagement opportunities for MediaWorld’s partners and staff.
CREDITS
MediaWorld
Marketing Director: Francesco Sodano
Brand & ATL Media Department Head: Mauro Miccoli
Senior ATL media buying Specialist: Luca Mondo
Digital Marketing Department Head: Davide Rossi
Digital Marketing Manager: Carmen D’Ambrosio
Brand & Sponsorship Team Lead: Mattia Alberto De Marco
Sponsorship Marketing Specialist: Alessia Bertonasco
Brand Marketing Specialist: Erica Oltolini
Content Marketing Department Head: Margherita Dongiovanni
Art Direction Manager: Fernando Conti
Off-line Content Manager: Andrea Petoletti
Social Media Specialist: Giulia Casiraghi
Armando Testa
Agency: Gruppo Armando Testa
Executive Creative Directors: Georgia Ferraro, Nicola Cellemme
Creative Supervisors: Maria Meioli, Lorenzo Blangiardo
Head of Client Service Milan: Emanuele Cicogna Mozzoni
Account Team: Arianna Cipolloni, Adriana Delle Donne
Graphic Design Team graphic: Vittoria Fava, Dario Trigiani
Production Company: AT Studios
Director: Paolo Monico
DOP: Luca Esposito
