RCE Cristalleria Italiana: Perego & Solera, Italy

iprnConsumer (C)0 Comments

PROJECT:
AGENCY: PEREGO & SOLERA – ITALY
CLIENT:RCE CRISTALLERIA ITALIANA

Project of the Year:  Milan 2009

Background

RCR, based in Tuscany, is a leading manufacturer in the production of crystal tableware, giftware and home decor items. It produces 15% of the world’s crystal and 90% of Italy’s

Objectives

  • To introduce crystal glass as a young, modern and daily use product
  • Shift emphasis from single-products to the company as a whole and concentrate on the emotion that the brand triggers
  • Establish direct contact with target audiences through appropriate events and initiatives
  • Creation of an RCR space to actively communicate the values of the company and its attention to modernity and design where products can be sold to end users

Programme

  • Location of a temporary store on Corso Garibaldi, Milan – part of the renowned Brera ‘art’ district and known for trend setting – for four weeks
  • Time the store was open coincided with Salone del Mobile – Italy’s most important design exhibition
  • Series of store events organised to appeal to the different key target audiences – three in all – and collaborating with various other brands
  • With Hotpoint-Ariston an event on An Ideal Party to inaugurate your home; nine cocktails developed; a DJ event with Italy’s most listened to radio stations; a design award aimed at students participating in the RCE Young Designer project – aimed at young men and women 20-35 years
  • Three rum tasting events in collaboration with Ron Zacapa brand – aimed at mixed audience but mainly men 20-50 years
  • Event with a Sperling & Kupfer author ; two events with Manetti & Roberts who rejuvenated its Acqua di Rose tonic; two events with a Vanity Fair journalist who advised on how to organise the best party for an 18 year old daughter’s birthday, how to organise a brunch for friends

Tactics

  • Liaise with monthly women’s magazines, specialist press, daily papers and the Milan columns plus free press.
  • In guides link to Salone del Mobile
  • One week advertising campaign on Radio Monte Carlo
  • Advertising campaign in main public locations in the city through distribution of promocards
  • Advertisments taken on websites of major monthly magazines – Elle, Marie Claire etc.
  • Facebook page dedicated to the events

Results

  • 9000 + visited the store over the four week period
  • 5000 participated in the in-store events
  • Client extremely satisfied
  • Excellent media coverage

Leave a Reply

Your email address will not be published. Required fields are marked *