Back 19 December 2023

MediaWorld launches “At Christmas you think about celebrating, we’ll think about technology”: the omni-channel campaign that will see us through the Christmas festivities is on air. Created by Armando Testa.

<strong>MediaWorld launches “At Christmas you think about celebrating, we’ll think about technology”: the omni-channel campaign that will see us through the Christmas festivities is on air. Created by Armando Testa.</strong>

MediaWorld, Experience Champion in the electronics sector, is launching their new Christmas ad. In line with the brand’s strong omni-channel proposal, it is developed for linear media, online as well as social networks and connected TV. 

The ad uses an ironic and lighthearted tone to recreate those situations which are so typical at Christmas where we’ve all got to distance ourselves from the festivities to deal with  “technical assistance” for technological products that our kids, aunts and uncles, grand-patents and relatives need us to set up and configure correctly for them.  MediaWorld, invites all of us to concentrate on our friends and relatives and to enjoy the emotions of Christmas to the full, relieving us of not being obliged to take care of these “technological irritations”, thanks to a range of support services that MediaWorld has integrated into a wide line up of products and services. 

The ad, on air and online from 16 December, is accompanied by a classic Christmas song, “Driving Home for Christmas” by Chris Rea reinterpreted as “Driving home to fix this” consistent with the storytelling of the campaign which focuses on using technology in an informed way and on the clear advantages that emerge from MediaWorlds’ valued added services.

What’s more, this initiative is perfectly integrated with the new brand strategy which aims ever more at positioning MediaWorld in consumers’ minds as the “Experience Champion” and which shifts the strategic focus on the product to the benefits and experience technology brings. So, experientiality becomes key to interpreting and promoting all touchpoints with clients. The technological product is not viewed as an end in itself, rather an enabling tool for new experiences, to feel new emotions and never ever will  it detract from the pleasure of dedicating quality time to our nearest and dearest. 

“Choosing the subject of the campaign, fully reflects our approach which is ironic yet always attentive all sensitivities. The power of a smile allows everyone to identify with a situation typical of Christmas 2.0 and at the same time, highlights the advantages that MediaWorld manages to office thanks to an experiential proposal. Among other things it introduces added value services such as device set up and pre-configuration. The campaign also shows how our mission always remains current and relevant and renews our desire to improve people’s lives bringing the technology they need into their everyday lives, but not just in the form of simple products but complete and always more customized solutions” declares Vittorio Buonfiglio MediaWorld COO.

Regarding the media mix selected to maximise visibility of the campaign, Francesco Sodano, Head of Omni-channel Marketing comments: “For the MediaWorld Christmas campaign we implemented a video strategy, with a cross-channel approach which includes presence on main television broadcasters and the most important streaming platforms. In addition, significant coverage on YouTube channel which exploits video Reach Campaign 2.0 innovation and the strong impact of the Masthead format”.


Leading consumer electronics chain in Europe with over 1000 megastores, MediaMarktSaturn Retail Group operates in Italy as MediaWorld, sector leader in the country. MediaWorld currently has 130 points of sale located throughout Italy.

MediaWorld Credits 

Digital & Marketing Director: Sylvain Querné

Head of Omni-channel Marketing: Francesco Sodano

Head of Brand & Traditional Media: Mauro Miccoli

Brand Management: Mattia Alberto De Marco

Traditional Media Buying: Luca Mondo

Head of Digital Marketing: Andrea Tisato

Digital Media Buying: Giorgia Patricelli

Social Media & Content Manager: Margherita Dongiovanni

Loyalty & CRM Manager: Matteo Scianni

Campaign Credits

Agency: Armando Testa Group

Executive creative direction: Georgia Ferraro, Nicola Cellemme 

Creative team: Lorenzo Blangiardo, Maria Meioli, Roberto Capodanno 

Account team: Emanuele Cicogna Mozzoni, Chiara Simone, Irene Maria Albano, Arianna Cipolloni Production company: AT Studios

Media Credits

Agency: Mediaplus Italia

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