MediaWorld launches their 2025 black friday campaign entitled  “Non Esiste No, da MediaWorld si può.” (No doesn’t exist at MediaWorld, yes you can) Featuring  Jake La Furia. 

The new  2025 campaign was created by the Armando Testa agency with planning by  Starcomm, part of the Publicis Group.

Say yes to the best omni-channel services and solutions with an uncompromising shopping experience. That is the mantra that MediaWorld, Experience Champion in consumer electronics in Italy, brings to life with its new 2025 Black Friday campaign, in collaboration with the Armando Testa agency entitled “Non esiste No, da MediaWorld si può.” This is a reinterpretation of MediaMarktSaturn’s international concept, reaffirming its distinctive super colourful identity,  in stark contrast to a grey standardised Black Friday 

The subject of the campaign has continuity with the distinctive theme that ran through the previous editions, but the 2025 version offers a reinterpretation of the concept with an added plus.  Centrestage an outstanding testimonial: Jake La Furia, a prominent personality in the Italian music scene and, for two years, a judge on the  X Factor, where MediaWorld is an Official partner. With his charisma and his typical slang he sends out loud and clear the key message: while online competitors often respond  to users’ requests with a “No!”, MediaWorld always responds with a decisive “Yo!”, or better still “Si può!” (You can); whether it is about collecting your online order in 30 minutes, Click&Collect, customised consultancy, or advantageous offers, MediaWorld emphasises that they offer solutions and service with their omni-channel approach. 

“Black Friday is the most important time of the year and that’s why we have prepared a series of unmissable promotions throughout the month both online and in store.  Our services will also play a key role, reflecting our evolution from retailer to omni-channel platform for services and solutions. Thanks to an exceptional testimonial, painstaking planning and unmissable promotions,  2025 will be MediaWorld’s strongest ever Black Friday  because  ‘No doesn’t exist at MediaWorld, yes, you can’.” states  Vittorio Buonfiglio, COO of MediaWorld.

With this campaign MediaWorld is reaffirming its evolution from retailer to omni-channel platform for services and solutions, continuing along their strategic path defining the company as an enabler for peoples’ passions. In addition it also demonstrates and clearly states how the perfect shopping experience is much more than just the lowest price  but an experience  consisting of good value solutions and exclusive services.  

“We are enthusiastic to introduce this year’s Black Friday campaign, which represents the highest expression of an integrated omni-channel strategy which has always been the mark of our communication.  I am particularly happy to have found the perfect combination of the central theme of our international campaign, the continuity in communication of our distinctive ‘Black Friday Colorato’ (Colourful Black Friday)  and, not least, to have an exceptional testimonial with us: Jake la Furia the most charismatic and engaging judge on the X Factor, a programme where we are proud to be Official Partner. States Francesco Sodano, Marketing Director at MediaWorld, who adds: “The concept of full funnel and of joint touchpoint activation that characterises us as an omni-channel services and solutions platform culminates in this campaign. Throughout the various waves we don’t only showcase our unmissable offers, but we also highlight our services and the added value and expert consultancy  that clearly sets us apart from pure online players.  We will also highlight our private labels, one of which is the limited edition PEAQ By Robbie Williams. In this context too there is synergy which makes us unique:  having Jake as our testimonial, one of the best-known rappers on the scene and, at the same time, having activated strategic product placement during X Factor, where he is a judge. This  alchemy helps create a virtuous circle between channels that make us distinctive and consistent in our integrated communication strategy.  

The Italian campaign,  in collaboration with the Armando Testa agency and produced by  AT Studios, will be broadcast on TV, online and in points of sale,  and further integrated with marketing initiatives focusing on different services and the added value offered, such as financing, Click&Collect, trade in and evaluation of used items, the goal is to further increase awareness of the extensive range of services that MediaWorld offers. . 

As far as planning is concerned, MediaWorld together with Starcom, agency in the Publicis Group, has studied a cross channel media strategy that stands out since it is completely in line with the seamless integrated shopping experience  presented. From 31 October until Cyber Monday on 1st December, MediaWorld’s black month is noteworthy for the robust and all round media strategy it adopts.

In this context, every single communication touchpoint has been meticulously designed to reinforce and amplify the messages of the others, creating a cohesive and highly engaging user experience. The strategy is based on a powerful and synergistic mix, including Video, Display, Social, and Audio, to reach audiences with clear and impactful messages.

In keeping with the omnichannel approach, social and digital channels will remain active continuously and with maximum synergy throughout all waves of the campaign. This integrated approach will seamlessly guide customers through the entire conversion funnel: starting with Awareness, to generate interest and raise awareness of the unmissable opportunities included in MediaWorld’s Black Friday; continuing with Consideration, to foster purchase intent by providing detailed information and encouraging product evaluation; and culminating with Performance, to directly drive conversion. 

Find further information on the dedicated landing page  Black Friday 2025: Offerte e Sconti, quando inizia | MediaWorld

Saatchi & Saatchi (creation), Tony Petersen Film and Accenture (production), as well as German Wahnsinn (sound  track and brand music) were involved in the development of the international concept. Media planning by Starcom, an agency in the Publicis Group.

Credits 

Credits MediaWorld

Marketing Director: Francesco Sodano 

Brand & ATL Media Department Head: Mauro Miccoli 

Brand & Sponsorship Team Lead: Mattia Alberto De Marco 

Brand Management Specialist: Erica Oltolini 

ATL Media Senior Specialist: Luca Mondo 

Digital Marketing Department Head: Davide Rossi 

Digital Marketing Manager: Carmen D’Ambrosio 

Content Marketing Department Head: Margherita Dongiovanni 

Art Direction Manager: Fernando Conti 

Off-line Content Manager: Andrea Petoletti 

Social Media Specialist: Giulia Casiraghi 

Agency: Armando Testa

Executive creative direction: Nicola Cellemme, Georgia Ferraro

Creative team: Lorenzo Blangiardo, Maria Meioli

Client Director: Emanuele Cicogna Mozzoni

Account team: Arianna Cipolloni, Adriana Delle Donne

Social Media Lead: Eleonora Valerisce

PRODUCTION COMPANY: AT Studios

DIRECTOR: Shake