An advertising campaign to recount Scrigno's new positioning

Being open to imagination, to ideas, to the future and to feelings: this is the meaning of the claim which completes the company's trademark. The new concept thus expresses a specific attitude, consisting of an openness to experimentation and creativity directed to new horizons, to communicate the essence of the company's ideas in an authentic, concrete manner. This philosophy also translates into constant innovation and sets up a shared set of values, with the aim of growing brand loyalty and identification. The logo, redrawn to reflect the contemporary design characteristic of Scrigno's products, evolved into a lighter, more minimalist form, was subjected to review by a group of professionals and consumers, of whom 77% and 62% respectively declared it to be more representative of the company's vision as the leader in its industry. The pillars of this vision are modernity, innovation and quality, the attributes of the new brand, preferred by 47% of architects and interior designers and 36% of end-users. For both categories, what is more, the graphics evoke feelings of openness and originality.

The restyling of the logo, and the decision to complete it with the English payoff "Be Open, Be Authentic", are intended to create an umbrella brand, open to unprecedented narratives, based on associations in line with the Scrigno's drive to grow: internationalisation and an expanded product offering. The Group considers them priority objectives, also for its build-upstrategies, which see the aggregation of innovative, complementary companies specialised in the same industry as an important driver of growth.

'Open to life' is the new Scrigno campaign that narrates the brand's positioning to a consumer target. It is a multi-subject campaign where the different protagonists authentically describe their attitudes and life choices characterised by a mind open to innovation, opportunities and the future.
Five subjects are involved, whose protagonists become "ambassadors" of the brand precisely on the basis of their lifestyle: it is this openness to experimentation and innovation that led them to choose the Scrigno brand, with which they identify. The campaign's visuals also feature glimpses of their workplaces or homes, where Scrigno products play a leading role.

Through these stories, Scrigno expresses an attitude of openness and authenticity, an orientation towards the discovery of new horizons and design, free from schemes and prejudices. The objectives include sharing a value system and increasing consumer appeal, trust and identification with the brand. The campaign provides for an investment in national trade reviews in Italy, France and Spain, and a recasting of the company's website and social channels in a storytelling style. As well as expanding brand awareness, the campaign will support sales by reaching out to the general public, but also to the world of professional architects and interior designers.

Together with its programmed press campaign, starting in summer 2020, in the leading home design and furnishing magazines, Scrigno also ran a TV campaign to promote its new values and products throughout Italy, between the end of 2020 and early 2021.

The publicity, which lasted 20’’, showed a sequence of modern, elegant interiors perfectly suited to showcase a selection of Scrigno's top-of-the-range products. Along with marking its position as the leading maker of flush sliding doors, the publicity also presented Scrigno's beautiful designer security doors for the first time on TV.
The human element was central to the spot: the modern, original interiors were filled with attention-grabbing scenarios, with people experiencing emotions and daily experiences that the viewer could easily identify with. The players in these scenarios interpreted the brand's values and attitudes: openness to ideas and non-schematic design, openness to emotion and life. To choose Scrigno is to choose authenticity: these words, spoken by a seductive and yet elegant woman's voice, end the publicity on a clear message for the viewer.

For this story, Scrigno went on air on RAI1, RAI2 and RAI3, as well as the RAIPLAY online channel for a more evolved web-centric audience. The spot was broadcast for the first time on Thursday 19 November 2020 during the “DOC – nelle tue mani” fiction, which had record ratings in its final episodes. It was also broadcast from Sunday 22/11 to Saturday 5/12. The short 15’’ version ran online on RAIPLAY from Monday 23/11 to Sunday 06/12.
In 2021 the spot was broadcast again during the Sanremo Festival, on RAIPLAY from 1 to 14 March 2021.