Pubblimarket2 to direct and produce the digital Sales Meetings for Calligaris, Ditre Italia and Connubia.
3 brands, 3 digital sales meetings to organise. This is the challenge with which the Calligaris Group has entrusted Pubblimarket2, to respond to the cancelled edition of the ‘Salone del Mobile’ and present to agents and dealers from all over the world the new products by Calligaris, Ditre Italia, and Connubia.
“After the positive experience of the 2020 press campaign, we decided to keep working with Pubblimarket2 for the realisation of our digital meeting platform implemented to compensate for the cancellation of the 2020 Salone del Mobile” – says Stefano Rosa Uliana, CEO of the Calligaris Group – “Once again, we had a great time working with them; they were extremely fast, quick and reliable in all phases of the project. They were able to support us throughout this process, which was a new experience for us, from both a creative and structural point of view. I am very satisfied with this collaboration and I am sure that it will be repeated in the future”.
“During the lockdown companies learned to understand and take advantage of digital tools, especially their ability to keep an active communication channel open with commercial partners and end-consumers alike. With this very goal in mind, we had the honour of supporting the Calligaris Group in the creative planning and direction of 3 virtual events. Thus, we defined the way in which clients would interact with the brand and created content to support this strategy, which included a significant amount of video production for all the brands - Calligaris, Ditre Italia and Connubia” - explains Giacomo Miranda, CEO of Pubblimarket2 – “This is a project with which we are particularly satisfied, through it we were able to establish a new way of interacting and succeeded in attracting the remote participation of hundreds of commercial partners, connected from all over the world.”
The Group’s three brands had very different production requirements as a consequence of the communication goals they had set. Calligaris had to communicate the brand's “new direction” in terms of image, communication philosophy, and main marketing tools, as well as presenting the new ADV campaign, the launch of the new website and e-commerce channel, and the new collection of products. Ditre Italia presented its 2020 collection and told the story of the commercial and marketing strategies they developed to support it. Whilst Connubia had the most important meeting of the year: the brand presented its new market positioning, moving from the contract sector to the B2C market – to this end, it developed a brand new collection of young, colourful and dynamic products.
On all three occasions, Pubblimarket2 managed the creative direction on set and the production of very different types of video content: from business representatives’ speeches, to product presentation videos with contributions from designers, to more demanding productions such as brand videos with an emotional edge or a narrative for a new market positioning.
“In addition to the creative aspect, we also dealt with the use of content, creating unique footage made available on the brands’ Youtube channels and accessible from a dedicated landing page." - says Filippo Girardi, account and project manager of Pubblimarket2 - “For us, it was important to be able to leave space for discussion and that's why we chose a method that would allow participants to interact and send their questions in live, using a specially created form, to which the company board responded in live streaming sessions."