NEW TV CAMPAIGN FOR DIRECTORY ASSISTANCE SERVICE 892424 GOES ON AIR DIRECTED BY GABRIELE MUCCINO

 

Bisio's "adventures" as he struggles with the difficulties of daily life set to be run beginning on February 15

 

 

Turin, February 12, 2009 - The new television campaign for 892424 will go on air on all Italian broadcasters and music networks beginning on February 15 and then on satellite channels at a later date. SEAT Pagine Gialle is working with two of its longstanding partners on this new initiative: the advertising agency SaffirioTortelliVigoriti and the commercial spokesperson Claudio Bisio.

 

Nonetheless, some changes are in store. The most significant of these has to do with the structure of the commercials. While in the past the story's focus was on the character of Walter, whose conversations with his Personal Assistant during his search for promptly provided aid illustrated the service's efficiency, the focus of the new spots will shift to the initial situation in which the need arises. Bisio represents a common user of the service who finds himself in need or has to solve a practical problem. He will be helped by an off-screen voice that will put him through a test by suggesting various solutions to his problem. These various solutions, sometimes bizarre and sometimes more practical, serve the purpose of showing how 892424 is often the most efficient alternative and so makes life simpler. Hence the choice of the new pay-off: "Tutto più semplice" (meaning "Everything is simpler").

 

A common theme that links this campaign to its predecessors is the comic tone, which has long been one of the strengths of the 892424 campaigns.

 

Gabriele Muccino, fresh from his second filmmaking experience in the U.S. with Seven Pounds, which is meeting with great success both in Italy and the U.S., has been chosen to direct this production.

 

This campaign, which will also be produced by Indiana Production, is planned to include the filming of different sequences with run-times of 30" and 20". Each sequence will be used to create one or more 15" versions. The first two-week broadcast run is set to begin on February 15. The campaign is to be run by national broadcasters (RAI and Mediaset), music channels (MTV and All Music), and satellite networks (Sky and digital terrestrial).

 

Copywriter Lucia Carapellese and art director Maddalena Giavarini worked on the project for STV under the creative direction of Aurelio Tortelli.

 

Francesco Riccadonna, Advertising Manager, Elena Nebiolo, Advertising Specialist, and Paolo Portioli, Marketing Directory Assistance Manager worked on the project for SEAT Pagine Gialle S.p.A.

 

 

SEAT PAGINE GIALLE GROUP

The SEAT Pagine Gialle Group is one of the main operators at world level in the sector of multimedia profiled advertising, offering "print-voice-online" directories, high-tech products for the Internet and for satellite and ortophotometric navigation, as well as complementary communication services such as one-to-one marketing.

SEAT Pagine Gialle has been engaged in information services, and search and communications tools for over 80 years. It is a success story based on a brand that is familiar to everyone, a sales network employing over 2,000 persons, a technology that is constantly evolving and a database that includes 15 million households and 3.8 million businesses (2007 data), and a wide range of products guaranteeing a real integrated system of communications to about 600,000 Italian customers. A total of 65 million volumes distributed to the homes and offices of Italian subscribers (2007 figures), 35 million enquiries through the directory assistance service (2007 figures), and over 343 million hits on online directories (2007 figures) connect people and businesses, bringing together needs and solutions and promoting economic exchanges.

 

 

Seat Pagine Gialle Communications

comunicazione.stampa@seat.it

Tiziana Montaldo

011/435.2884

334/6720192