Zafferano presents the system of advertising initiatives with which in November and December Zafferano will promote Poldina, the iconic rechargeable battery lamp of the "Zafferano Lampes-à-porter" range. The campaign covers the last part of 2020 with a double objective: on the one hand, to strengthen in the general public of private consumers the association between the category of portable lamps and the model Poldina, Accrediting Zafferano as a leading brand in the segment of wireless lights; on the other hand, to reach the homes of the Italians, giving a boost to sales near Black Friday and Christmas. To reach such a wide audience, the most efficient mass media results compared to the profile of potential customers were chosen. Television: 220 spots of the spot will be broadcast on the TV network La 7, distributed on 15 - 28 November, throughout the programme, including the most popular prime-time broadcasts: "Otto e Mezzo" by Lilli Gruber, the TV news of Mentana, "Di Martedì" by Floris and "Non è l'Arena" by Giletti; Print Paper: On the national newspaper Il Corriere della Sera- the most read in Italy (275,288 copies) because authoritative, credible, pluralistic - we will have 10 advertising spaces between 16 and 28 November. On La Cucina Italiana instead will be published 2 pages (issues of November and December); Digital: the advertising in mass media has been accompanied by a digital campaign, which will run from mid-November until the end of December, on different platforms: social media Facebook, Instagram, YouTube, to get in touch with users; and Google Adwords to place the pages of the e-shop among the first results and bring qualified traffic to the site. In addition, a remarketing campaign will be active that will present the banners of the same campaign to users who have visited the website.The TV spot by Poldina - available in three lengths: 15", 30", 60" - tells three short stories, interwoven with each other, where the main lamp is used, like a "modern candle", in different situations: At the end, all the characters reach a dark and quiet place where to admire the full moon, whose image in closing overlaps that of Poldina. A voice-over describes Poldina as "the light where you had never seen it": the faithful luminous companion that gives the freedom to illuminate, the wireless device that brings the light wherever you need, even where the electricity network does not reach. Actors, direction, photography, voice, original music have been carefully chosen to convey a poetic, dreamy, emotional atmosphere. The "sound logo" at the end of the spot - three notes, which recall the three syllables of the name Poldina - attract the attention of the listener, and are instantly associated with the product, making it recognizable and identifiable: a sound distillate of the corporate identity, It imprints itself in memory and has the ability to reach the audience, potentially more and more moving and distracted, even if they are not looking at the screen. You can see the long version of the spot on YouTube: https://youtu.be/hI3KWbb69VY The creativity of the print is inspired by that of the spot; a backstage photo shows Poldina in the foreground, in an unusual situation, Transmitting the values we associate with portable lamps: freedom to illuminate, sense of the unexpected, dynamism and versatility. The image illustrates particularly well the concept expressed in the copy: "The light where you never saw it".