CANALI&C SIGNS THE “BACK TO SCHOOL” CAMPAIGN OF MONDADORI STORE
Online the new campaign that until September will accompany boys and families to the purchase of school supplies in Mondadori Store bookshops throughout Italy
Canali&C. signs the new campaign that Mondadori Store will use to accompany children and families until September, when millions of students will have to deal with the return to school and the new materials to book and buy.
A routine often unloved by teenagers, but which Mondadori Store has made fun of with a communication that manages to be impactful and engaging.
The creative proposal of Canali&C. has focused on the use of a contemporary, disruptive, social friendly visual code, which is directly addressed to young people and their families using their own words.
The protagonists of the campaign are the typical sayings related to school, phrases in which parents and children recognize themselves by creating an ironic and intergenerational language. All the communication has been conceived and studied with an easy declination on social networks, an essential tool for the target.
This aspect, together with the new situation that the school found itself in after the health issues, meant that the messages also took into consideration new habits and ways of saying that have now entered the daily vocabulary.
The Mondadori Store campaign will live essentially in two phases and will be launched simultaneously in the bookstores of the network in Italy.
From June to September, it will invite parents and students not to postpone the booking using funny pretexts. Books can be reserved in advance with the possibility to take advantage of the 18app culture bonus. At first, fresh and nice visuals, planned with an online rotation, will serve as a reminder and Top Of Mind posts. After this, the actual campaign will be active, including the automatic online book request service by bookshops and Mondadoristore.it e-commerce site. The campaign will also be planned on Mondadoristore.it and in the bookstores, thus supporting digital media and DEM.
The second phase will start in September, with the aim of reminding latecomers to reserve books for the new school year that is about to begin.
Key Account: Simone Caula
Account Executive: Chiara Carpi
Creative Director: Remo Martingano, Giovanni Rubbiani
Art Director: Simone Grassi
Art Junior: Elia Fantuzzi
Copywriter: Krizia Sorci
Client: MONDADORI RETAIL