IAKI develops a communication strategy declaring Darty’s commitment to the client to ensure every day low prices but keeping the same high quality services. Sandro Marchetti, CEO of IAKI, tells us the details of the project.
What were the client’s objectives?
To allow Darty to participate in hard selling communication of a sector in crisis, without losing its identity. Then an advertising solution that was effective but consistent with the positioning.
What’s been your proposal?
Through an effort of rational and creative analysis, we sought a meeting point between Darty’s need to communicate its offerings’ convenience with added value services. In essence, it was to declare openly “we do affordable prices, but we’re still the ones with many services.”
How has this advertising campaign been developed?
Our billboards have the strength of a statement, they are literally manifestos: they put the accent on a commitment to people, a statement of intents that combines both the promotional shout and an idea of customer relationship. The headline written for this campaign is “best prices guaranteed every day.”
What about radio-commercials?
The radio commercials emphasize the relationship that is created between Darty and its customers, based on dialogue, familiarity and trust. With this in mind we wrote and produced the two radio spots that use ironic language to describe the brand. In the first, “confessions“, the focus is on the communication headline, that is Darty’s promise, the cheap price. Two women have a completely surreal dialogue, hinting to the audience that the protagonist of their thoughts is not a number, but a man.
The second, “we give the numbers”, focuses on the same plus “the best price guaranteed every day”, but in a completely different place: not anymore the seduction of the low price, but now the stress of looking for him. Two men, clearly exhausted, are looking franticly for the lowest price. Intensively browsing the pages of every leaflet, until they realize that what they seek is right under their nose.