New naming, new campaign for neapolis shopping centre
Auchan Napoli Shopping Centre in via Argine changes its name and presents itself on the market with a copy campaign with a Neapolitan soul, studied by Canali&C, a leading marketing agency for Retail Real Estate.
The names that made Naples great become the headline, heart and essence of the campaign itself. The invitation is to call the Centre by name and discover all its new features.
Giovanni Rubbiani, Deputy Creative Director of Canali&C and creator of the campaign: “Napoli has had many great singers, musicians, actors, comedians and footballers. We liked the idea of using these names, a sort of Neapolitan Pantheon, to tell the story of a Shopping Centre very attached to its land and its culture”.
The media planning was managed internally. Elena Bellin, Head of Media Unit of Canali&C says: “We structured a regional media planning, shining the budget between press, radio, local information portals and web and social geo-designed support.
For the Shopping Centre Neapolis is the beginning of a new path, with the imminent opening of new shops that will still enrich the merchandising mix.
Creative Director: Remo Martingano, Giovanni Rubbiani
Art Director: Mattia Solda, Alessandro Leoni
Head of Media: Elena Bellin
Executive Account: Ilaria Alinovi
Key Account: Simone Caula