Borotalco
RETAIL ACTIVATION
La stazione degli abbracci
An activation that communicates the latest brand positioning “Abbraccia la vita” (Embrace life) and borrows the recognizability of a public space where hugs are at home: the station. The goal is to involve shoppers and guiding them on a journey through the brand values and products.
Challenge
To develop an activation that could communicate and emphasize the new brand positioning “Embrace life” and the activation territory (travel), while guaranteeing the recognizability of the brand itself. Moreover, the materials should help shoppers understand the difference between product ranges. Keyword: WOW effect!
Strategic concept
The railway station is a place of passage, of meeting, of going and returning. It is a place where you hug when you leave and embrace when you arrive, thus becoming a space linked to an emotional and convivial side. Borotalco’s station also expresses the concept of travel, understood both as movement and as being open to exploring new experiences.
Strategic concept
Activation concept
Creative development
IMPACTFUL AND SCALABLE MATERIALS
This concept is strongly linked to the brand and can thus be implemented in different channels through the cross goal of engaging the consumer. The modularity of the materials guarantees the full adaptation to different kinds of POS, space and communication needs, still maintaining an impactful and eye-catching effect.
