- Background
- Objectives
- The campaign
- Testimonial
Natuzzi Group was founded in 1959 by Pasquale Natuzzi, current Chairman, Chief Executive Officer and Group Stylist. It designs, produces and markets sofas, armchairs and living room accessories. Natuzzi Group is the world’s leading producer of leather sofas and Italy’s largest furniture manufacturer.
- Increase awareness of brand in Cardiff
- Announce the opening of the new store in Bristol
- Differentiate from the mainstream market and present a brand synonymous with Italian style
- Using ITV1 would allow Natuzzi to test TV advertising on a targeted, local scale yet would provide audiences in great volume.
- The campaign ran from Christmas Day 2009 into the start of 2010.
- Buying the full ITV Wales and West area would mean the campaign would cover a large geographical area that would reach potential customers for the Cardiff and Bristol stores.
- Natuzzi decided to run different commercials on the Wales region and West region in order to achieve their advertising aims for each area.
The ITV campaign was key to the launch of our new Bristol store and from the consumer feedback we have gathered it significantly boosted brand awareness and drove traffic to both stores.
The Bristol store has exceeded budget for January, the most critical time of year for furniture sales and Cardiff saw an increase of 8% like for like versus our 2009 Winter Sale.
Robert Mynett
Natuzzi UK