Italianità at Galaxus: launching an Italian Home & Living campaign
Last summer, we were contacted by the Italian Trade Agency (ITA). The ITA is a governmental organisation that promotes the export of Italian goods. After an initial talk, it quickly became clear to me that this would be an exciting project for our own, in-house agency. A campaign for beautiful Italian designer furniture, a lot of creative freedom and an interdisciplinary team – sounds «molto bene» to me!
Avanti, avanti! Our Home & Living category is growing
The Home & Living sector at Galaxus continues to grow. Both sales figures and our product range experienced a significant increase last year. Customers are getting more and more used to buying furniture online. That’s why we’re always looking to further expand our range of products. And we're always on the lookout for new partners – we appreciate the diversity. It was time to shine the spotlight on Home & Living products from Italy! Cristina Reis, Category Leader Home & Living at Galaxus, has been part of the project team since the beginning.
We currently carry more than 50 brands in our range. You can find both unusual (see Seletti) and very classic designs (see Artemide). Our goal is to greatly increase the number of Italian suppliers we work with through our cooperation with the ITA. You can check out a selection of products from this campaign here:
The DG Agency: a driving force
Our in-house DG Agency came in to help with strategy and the implementation of this campaign. We founded the agency two years ago to create an independent marketing offer for external advertisers. At Digitec Galaxus, we handle virtually all marketing in-house, including the production of advertising materials, media planning and management, and content creation. So, we have a large number of specialists in a wide range of areas. All these hands were on deck in DG Agency’s largest project to date. It really showcases just how diverse our range of marketing services is.
I’ll also proudly admit that I fell prey to the marketing myself while working on the campaign. I ended up ordering a few of the products. And so, my apartment became fuller, my wallet emptier. Worth it!
In most cases, our creative team designs advertising materials for digitec and Galaxus, where it’s important to comply with Corporate Identity and Corporate Design (CI/CD) guidelines. In this unique campaign, our team of creative minds enjoyed much more freedom. Because the client wasn’t digitec or Galaxus, they were allowed to forget the guidelines for once. Alessandro Thüler and his team launched into the project. Their inspiration: Italian tourism posters from the 1930s, Memphis design and digital brutalism. «Who thought this day would ever come? We’re free of branding guidelines!» Alessandro Thüler happily exclaims.
When creating graphics for Digitec Galaxus, we generally focus on reduction, white space and no-frills product staging. This attitude is also reflected in this campaign – but with some added Italian flair. Still, the concept is clear: Italian products presented in a striking, charming and nostalgic way.
Alessandro used this campaign as an opportunity to be inspired in his private life. «My wishlist is now full of beautiful products. It’s too bad I don’t have room for them in my apartment right now,» he admits with a grin.
The DG Agency is open for further projects like this. Next time, the spotlight might fall on French sparkling wines, Swiss gaming peripherals or Nordic Christmas tree baubles – time will tell. In any case, we’re already looking forward to what comes next!
How did you like this campaign?
Let us know what you thought of this campaign. We look forward to reading your comments!