MediaWorld and Armando Testa present the most maxxed out Black Friday ever along with Herbert Ballerina
The new campaign gives an ironic and pop style twist to the trend of maxxing, promoting offers, services and in-store consultancy
From small daily habits to personal passions, ‘maxxing’ is the tendency to try and get the most out of every aspect of our daily lives. MediaWorld’s new Black Friday campaign is inspired by this trend; developed in collaboration with the Armando Testa agency, it starts off from the brand’s international communications, reinterpreting them with a distinctive, all-Italian flair.
The result is the ‘Most maxxed-out Black Friday ever’, which describes how technology comes into people’s lives, presenting them with more possibilities and enriching their experiences. The concept comes to life through a series of comedy sketches starring Herbert Ballerina, featuring MediaWorld’s offers and services.
Fun, self-deprecating and irresistibly human, Herbert finds himself tackling everyday situations taken to the extreme thanks to technology. He is egged on by a voice-over that urges him to push himself ever further, giving rise to unpredictable reactions, misunderstandings with a somewhat surreal touch.
In the scenes set in the stores, Giorgia, a MediaWorld sales assistant, comes into the picture; with practical advice and solutions, she helps Herbert discover the services offered by the brand. Her presence highlights the value of in-store advice and the vital role MediaWorld staff play in guiding customers towards informed choices, building a relationship based on trust.
Between one joke and another and puns, it becomes clear that at MediaWorld not only the offers are ‘maxxed’, but the services too: from assessing the value of second-hand items via the Trade-In scheme to the benefits of the MediaWorld CLUB, right through to free in-store collection of orders in just 30 minutes as well as the exclusive offers on the app. These solutions simplify the shopping experience by integrating digital channels and physical stores.
“At a time like Black Friday, when special offers take centre stage, it is essential for us to continue highlighting what makes the MediaWorld experience unique. Value for money is a key element, but it becomes even more valuable when combined with the ability to make informed choices, relying on services and expertise that meet people’s needs. This is the vision that guides our approach to retail and that we are trying to convey in this year’s campaign too, using a light-hearted, ironic and pop style, thanks also due to the fact that Herbert has joined us, whilst always maintaining technology at the heart of the story,” comments Francesco Sodano, Marketing Director at MediaWorld.
Media planning was managed by Starcom (Publicis Groupe), and starting from 29th October, the campaign will run for the entire month of November, using an omnichannel strategy designed to guide customers through the different stages of their purchasing journey. The media mix includes TV, with premium cuts of 30” and 15” at peak viewing times, Connected TV, Display, Social channels and Audio, with the goal of maximising emotional impact and coverage on a range of touchpoints.
Directed by William9, while production was managed by AT Studios.
The most MAXXED out Black Friday every runs until 11th November
CREDITS
MediaWorld
Marketing Director: Francesco Sodano
Brand & ATL Media Department Head: Mauro Miccoli
Brand & Sponsorship Team Lead: Mattia Alberto De Marco
Brand Marketing Specialist: Erica Oltolini
Senior ATL Media Buying Specialist: Luca Mondo
Digital Marketing Department Head: Davide Rossi
Digital Marketing Manager: Carmen D’Ambrosio
Art Direction Manager: Fernando Conti
Off-line Content Manager: Andrea Petoletti
Social Media Specialist: Giulia Casiraghi
Armando Testa
Agency: Armando Testa Group
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
Social Media Lead: Eleonora Valerisce
Production Company: AT Studios
Director: William9
