Confindustria Ceramica

Confindustria Ceramica — the Italian Association of Ceramic Tile Manufacturers - has appointed us with the promotion of an integrated campaign aimed at enhancing the global perception of "Italian Ceramic Tiles".

The project originates out of the need to redefine the product positioning, reviving its role as a main component in design, life style, fashion, new housing styles, and with a view to extending the industry targets by involving ever more competitive, creative consumers, who are strongly fascinated by trendy products.

The Italian Ceramics means Infinite Creativity

The campaign strategy and concept have been identified from the unique product plus: ceramics is basically the only type of tile with which a practically infinite range of shapes, colours, and solutions is possible. Following a target audit phase, in which an opinion poll and one-to-one interviews have been conducted, the campaign has further developed through an integrated project guided by PR actions and implemented in different communication channels: off-line advertising, events, TV, web communication, web portal.

Several actions have been carried out over a period of about one year with appearances on TV channels, newspapers and magazines (editorials, web, TV, events) for a total of approximately 114 million contacts.

Confindustria Ceramica is the Italian Association of Ceramic Tile and Sanitary Appliance Manufacturers — in charge of promoting Italian ceramic products both in Italy and abroad. In the past few years, ceramics has lost appeal versus its competitors: i.e. wood, stone, or resin tiles, deemed to be more prestigious and "trendy". Ceramics is considered to be a "poor", "cold", "uncool" products, suitable only for some specific settings (e.g., kitchens and bathrooms).

Italy Has Always Been the Most Important Producer of Ceramic Tiles In the World

The campaign aims to revamp ceramics as a creative, prestigious, and trendy solution. Ceramics has the right "credentials" to play a leading role in design, fashion, new life styles and architectural design: from all rooms in the house, to large buildings and public spaces.

There are two main reference targets: namely "insiders" (architects, designers, interior designers) and an increasingly larger group of "consum-actors", who are creative, motivated, well informed and who want to play a leading role in creating their own world.

In order to define the target’s needs: opinion poll by Eurisko and one-to-one interviews to some selected influencers.

The Innovations Developed by Ceramics Manufacturers:

The campaign strategy and concept have been identified from the unique plus that distinguishes ceramics from all its competitive products: thanks to a major product innovation developed by ceramics manufacturers, ceramics is the only type of tile with which a practically infinite range of shapes, colours, sizes, decorations, and finishings is possible.

For this reason, ceramics is "Infinite Creativity", and it perfectly meets the needs of Consum-actors, who favour solutions that allow them to pursue an exclusive and personal style. Ceramic tiles and consum-actors are the perfect match.

Unlike previous industry campaigns that were somehow self-referencing — our product is beauty and technology, — this campaign focuses on consumers (and industry experts) by fuelling their desire to play a leading role, while suggesting them that ceramics is the right product to fulfil it.

The campaign has been implemented along two complementary planes: a PR action, aimed at prompting rational purchase motivations (brain), as well as a whole set of integrated strongly emotional actions with a view to consolidating the new product positioning: ceramics as a creative choice (heart).

VIA «The Italian Association of Ceramic Tile Manufacturers»

The pair, joined by co-stars CJ Chapman and Hugo Taylor, wiled away the hours drinking at the Slazenger party, before heading to Funky Buddha.
Caggie, an aspiring singer, has a 'Ross and Rachel' friendship with Eton-educated Spencer.
Their 'will they/ won't they' romance has been a prominent storyline in the first season of the programme.
But last night, the couple only had eyes for each other and seemed oblivious to fellow partygoers.

Eyes only for each other: Spencer and Caggie are oblivious to anyone else
The blonde Sloane looked elegant, albeit a little windswept, when she headed out for the evening.
Dressed in a short white dress, she kept her long legs under wraps beneath an ankle-length floral coat.
But towards the end of the night, she was stumbling around and flashing more than she intended to by striding along with her knickers on display.
This morning, Spencer implied it had been a heavy night with an early tweet at 6.30am.
He wrote: '@hugo_london Death.. Thank god it's friday.. So much love for you.. x'
Fag break: Spencer and Caggie stand outside as they talk among the smokers
Windswept: Caggie faced a stiff breeze in her little white tunic
Spencer's latest conquest could be a public display of revenge for his ex Chloe Green.
The former PR manager, now a broker, reportedly dated the Topshop heiress before she rather incestuously moved on to another lover in their friendship circle - Spencer's bisexual Made In Chelsea co-star Ollie Locke.
Sir Phillip's daughter and Spencer, who have been friends for years, are believed to have cemented their relationship in Monaco last month when they attended the Grand Prix together.
Former flames: Chloe is believed to be Spencer's co-star Ollie Locke
Other guests in attendance were former No1 tennis ace John McEnroe and presenter Jameela Jamil.
The T4 host tried her best to get noticed by wafting a racket around in a 'look at me' spectacle.
Slazenger party: Jameela sneaks into a picture with tennis champ John McEnroe
Off with her shoes: T4 presenter whips off her heels to wave a racket around
source: dailymail

VIA Aren't you meant to be posh? Made In Chelsea's Caggie Dunlop and Spencer Matthews slump on the pavement among the fag butts

The Berg Growth

Category: Best Integrated Campaign Led by PR;
Advertiser: MILA/JAKOB TIGGES;
Product/Service: CORPORATE COMMUNICATION.

You desire most what you can’t have. Berliners have it all: world class museums, night clubs, parks, lakes, the sea at a two hour drive - the only thing impossible for flat Berlin remains a veritable mountain; which doesn’t mean we can’t have one… when Berlin’s senate called for ideas in an architectural competition for Berlin’s famous Tempelhof airport we seized the opportunity.

At the time Tempelhof enjoyed unprecedented public attention due to the public row over its future use that had even led to a plebiscite. Our proposal to just imagine and pretend the most beautiful of all mountains on the site of the “mother of all airports” instead of adding another mediocre housing project might be rejected by grey administrators, but would fascinate many people as much as it fascinated us. We speculated on The Berg’s potential to emancipate from the competition to become a topic in its own right.

VIA «The Berg»