Italy

Italian marketing, consumers & brands

Italy


Warc News, 21 April 2014
ROME: Although Italy lags behind the UK and Scandinavian countries in terms of smartphone user penetration, recent research suggests a significant proportion of Italians use their devices to visit social networks while watching TV and to view ads.Acc.

Sabrina Benz, Antonella Peschechera and Matteo Bosisio, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Arena di Verona, an Italian opera theatre, sought to attract a younger, non-opera fan audience through social media. The company used Twitter - despite not having a Twitter account.

Vanessa Coelho, Warc Prize for Social Strategy, Entrant, 2014
This case study explains how Twentieth Century Fox, the film corporation, promoted its movie 'Life of Pi' in the UK, Germany and Italy through Yahoo!, the internet company. The film was about a boy who survives a shipwreck, only to find himself lost at sea in the company of a Royal Bengal tiger.

Design Business Association, Bronze, Design Effectiveness Awards 2014
This case study describes how Anto', the Italian canned food brand, redesigned its packaging to stand out from the competition in both national and international markets. The impact of the economic downturn in Europe had inflluenced consumers into purchasing more canned and preserved food products, leading to increased sales opportunities.

Warc News, 05 February 2014
MILAN: Luxury brands can look forward to growth in the next six months as research shows a majority of consumers in New York and Shanghai planning purchases, with email a vital marketing tool.ContactLab, the Milan-based digital direct marketer, surve.

Paolo Di Betta and Francesco Lucera, International Journal of Mobile Marketing, Vol. 8, No. 2, 2013

This paper presents a procedure that practitioners must follow before assessing the reach-engagement relationship in a "pull" campaign.


Warc News, 31 October 2013
MILAN: Recent luxury market trends have been reversed as a new report says the Americas will grow faster than China in 2013, but ironically some of this growth is being fuelled by Chinese tourists. The Luxury Goods Worldwide Market Study from consult.

Warc News, 15 August 2013
ROME: Leading FMCG manufacturers and restaurants, including Unilever and McDonald's, are developing products priced at one euro (€1) to attract recession-hit shoppers in Italy and Spain and the wider eurozone."One euro is a magic price point in Europ.

Frederic Gennart and Tom De Ruyck, ESOMAR, 3D Digital Dimensions, Boston, June 2013
This paper demonstrates how IKEA, the world's largest furniture retailer, evaluated the 2013 edition of its catalogue through Market Research Online Communities (MROCs) in Germany, Italy, Poland, US and China. The annual catalogue is IKEA's main communication channel globally and IKEA needed to address a key marketing challenge global brands are confronted with: how to ensure that global communication efforts stay locally relevant.

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Anto': Dal sole di Napoli

A smart packaging solution for an economic downturn