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14 April 2009

MOTIVI COMMUNICATION PROJECT

Brief notes on the brand
Motivi was set up in 1993 within the garments division of the Miroglio Group of Alba.
Today it is the brand leader representing Italian Fast Fashion internationally.

The brand strategy
Over the last few years Motivi has focused on the distinctive elements of its business model: product (constantly updated and always trendy, with over 50 collections a year), price (excellent value-for-money) and distribution (460 branded stores today, and constantly growing).
As from 2009 communication is becoming strategic, giving added force and value to brand equity alongside the other elements.
A demonstration of competitive strength on the market.
The Italian response in Fast Fashion.

Communication strategy

Objective
To communicate one of Motivi’s central values: the advantage of always being up-to-date and fashionable, with new collections available in stores every week.

The campaign payoff
Everyday Trendy

Emotional end-benefits
The campaign aims to represent the brand’s emotional end-benefits (brand purpose), in other words the Motivi woman’s longing to be admired, recognized and desired each and every day.

The creative idea
It revolves around a girl (not a testimonial) who becomes the focus of an ever-growing crowd of photographers and onlookers as soon as she comes out of a Motivi shop. They follow her as far as her doorstep, and the situation repeats itself each time she visits a Motivi store.
Advertising hyperbole featuring positive tones, and at the same time a glamorous aesthetic treatment giving added value to the Motivi woman’s star quality.

Period
April-May.

Media
TV (Mediaset and Rai networks) with 30" and 15" commercials
Cinema (main circuits) with 45" ads
Press (main fashion journals) with double-page spreads
Radio

Client
Motivi - Miroglio Fashion
COO Giuseppe Maurizio - Dir. of Communication Mauro Davico

Adv agency
Leo Burnett Italia
MD Guido Chiovato - art director Paolo De Matteis

Production company  
Parco Film

Director    
Paolo Monico

Model     
Hanna Davis

Model     
Luca Loy

Music
Tom Jones’s "In Style and Rhythm"