Natuzzi ITV1 Wales & West December 2009/January 2010.

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Presentation transcript:

Natuzzi ITV1 Wales & West December 2009/January 2010

Background 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 worlds leading producer of leather sofas and Italys largest furniture manufacturer. The heart and mind of the Group, is in Santeramo in Colle, Southern Italy

Objectives 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

The ITV Campaign 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 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.

Campaign Details Area: ITV1 Wales Target Audience:Adults Campaign Dates:25 th December th January 2010 Days Activity: 14 Spots: 49 Second Length:30 seconds

Coverage and Frequency ITV1 Wales 1+ coverage: 1,263,020 million adults saw the commercial at least once 4+ coverage: 551,100 adults saw the commercial 4 times or more Source: BARB/Infosys, 2010 Tvrs: Tvrs: 248 Avg Tvr:5.1 OTS:4.51 Wales Universe:2,200,000

Campaign Details Area: ITV1 West Target Audience:Adults Campaign Dates:25 th December th January 2010 Days Activity: 14 Spots: 48 Second Length:30 seconds

The Commercial (ITV1 WEST)

Coverage and Frequency ITV1 West 1+ coverage: 1,178,885 1,178,885 million adults saw the commercial at least once 4+ coverage: 392,126 adults saw the commercial 4 times or more Source: BARB/Infosys, 2010 Tvrs: Tvrs: 206 Avg Tvr:4.3 OTS:3.40 West Universe: 2,088,000

Testimonial 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