GROOVY 2021 LAUNCH CAMPAIGN
LET YOURSELF GET INVOLVED, #THINKGROOVY!
WE HAVE REALIZED THE 2021 LAUNCH CAMPAIGN. ONCE THE COMMUNICATION OBJECTIVES WERE ESTABLISHED, WE STARTED FROM AN IN-DEPTH TREND RESEARCH TO DEFINE WHAT THE CONCEPT OF THE CAMPAIGN WOULD BE.
IN A LAUNCH CAMPAIGN, THE PUBLIC MUST RECOGNIZE THE IDENTITY VALUES OF THE BRAND AND, AT THE SAME TIME, BE STIMULATED BY SOMETHING NEW THAT TAKES MARKET TRENDS INTO ACCOUNT. OUR RESEARCH HIGHLIGHTED A GROWING ATTENTION TO SOCIAL CONNECTION, POSITIVE MESSAGES AND AN EMPATHIC APPROACH. HENCE WE FOCUSED ON PROPOSALS THAT MANAGED TO CONVEY OPTIMISM AND A SENSE OF LEVITY, REVEALING A MORE PERSONAL SIDE TO THE PUBLIC.
THE CLAIM HAD A FUNDAMENTAL ROLE. #THINKGROOVY WAS THE RESULT OF A CAREFUL COPYWRITING WORK AND OUR CONTINUED DIALOGUE WITH THE COMPANY”. STARTING FROM
THE CONSIDERATIONS EMERGED DURING THE TREND RESEARCH, THE CLAIM SEEKS TO UNDERSCORE THE ATTITUDE OF GROOVY, WHICH HAS ALWAYS BEEN EXTREMELY DYNAMIC AND
ENGAGING, NOT ONLY IN TERMS OF ITS PRODUCTS, BUT ALSO IN ITS DEALINGS WITH RETAILERS. THE REGISTER IS INTENTIONALLY FUN AND EVOCATIVE, AND THE IDEA BEHIND IT IS
TO IMPRESS A CONCISE AND EFFECTIVE MESSAGE IN THE MIND OF THOSE WHO READ IT.
#THINKGROOVY GIVES ROOM TO INTERPRETATIONS AND BECOMES PART OF A LONGER-TERM COMMUNICATION, WHOSE ULTIMATE GOAL IS AN ALL-EMBRACING INVOLVEMENT OF THE PUBLIC WITHIN THE GROOVY VISION. #THINKGROOVY, A DAILY “WAY OF THINKING”.
THE GRAPHICS WERE MADE TO EMPHATICALLY CONVEY THE CLAIM AND THE CAMPAIGN ITSELF, ENHANCING THE FINAL RESULT WHILE ALSO KEEPING THE GROOVY DISPLAY AS A FOCAL POINT; THE MESSAGE BECOMES THE PROTAGONIST WITH AN ALL-OVER PATTERN THAT LEVERAGES THE GROOVY COLOURS. WE HAVE EXPANDED THE COLOUR PALETTE BY DESIGNING THE MAIN TONES IN A LIGHTER AND AIRY VERSION, WHILE REMAINING CONSISTENT WITH THE COORDINATED IMAGE OF THE BRAND. THE CAMPAIGN IS COMPLETED BY THE INCLUSION OF THE KEYWORD “CHANGE” AND AN ICONIC GESTURE, WHICH SYMBOLIZE A MORE POSITIVE MESSAGE WHICH ENHANCES #THINKGROOVY WITH SOMETHING MORE. A DECISIVE INVITATION TO ACT DEDICATED TO RETAILERS. THIS PROJECT IS THE LINCHPIN OF ALL THE BRAND’S ANNUAL COMMUNICATION, AND INFORMS THE DEVELOPMENT OF CONTENTS AND APPLICATIONS FOR THE OTHER CHANNELS. WE PREPARED DIFFERENT VERSIONS OF THE SAME CAMPAIGN, SO AS TO SHARE A MORE CONTINUOUS AND VERSATILE STORYTELLING WITH THE PUBLIC.
