The objective is to strengthen the positioning of SEAT PG's tool as a rapid and reliable search engine

Turin, 17 December 2009 – SEAT PG presented its new advertising campaign for PagineGialle.it, aimed at capitalising on the wealth of information the company possesses on over 3.8 million enterprises, stores and commercial businesses. The entire campaign is based on the tagline 'Dritti al Punto' (Straight to the Point), which sums up the search engine's main advantage, i.e., it allows users to easily and quickly find the desired company, brand, address and other information.

“ The objective of the campaign is to more clearly position PagineGialle.it as a fast and reliable search engine that, with just a few clicks, is able to provide Internet users who are looking for a hotel or restaurant, a consultant or a business with pertinent results", explained Francesco Riccadonna, Advertising Manager, SEAT PG. “Several commercials will be aired on Italy's main TV and movie theatres; at the same time, considering that the campaign's main target is Internet users, the same creative idea used in the commercials will be deployed online on the homepages of major websites and portals”.

The TV campaign was created by SaffirioTortelliVigoriti, while the digital portion was handled by Profero. Mediacom was in charge of all offline and online planning.

The TV campaign consists of four 30-second spots and related 15-second cuts produced by Movie Magic and directed by Grady Hall. Post production was handled by Motion Theory. The first two commercials, entitled “Fiorai” (Florists) and “Palestre” (Gyms), were launched yesterday in leading movie theatres and will be aired on all of Italy's national TV channels starting Sunday, December 20.

The creative idea underlying the TV commercials is the dramatisation of PagineGialle. it  search functionality. The actors in the commercials are filmed against a white background sitting at a PC and consulting PagineGialle.it. The objects and people they are searching for appear behind them and then disappear as the search narrows, until the desired item is found. The musical score for the commercial, which underlines its fresh, dynamic tone, is “ Dreaming of You” by The Coral. Other episodes will be aired early in 2010, this time focusing on explaining the more advanced functionalities of PagineGialle.it.

 
Credits

Copywriter Michela Grasso and art director Daniele Ricci worked on the project for STV under the creative direction of Aurelio Tortelli.

Profero was commissioned to create the digital campaign.

Lastly, Mediacom was in charge of all offline and online planning.

The following SeatPG employees worked on the production: Francesco Riccadonna (ADV Manager), Chiara Magnabosco (Sr ADV Specialist), Tonina Massaiu (Sr Media Specialist), Bruna Olivieri (Web Marketing Manager) and Alessandro Maggio (Web Usage Marketing Manager).

SEAT PAGINE GIALLE GROUP
The SEAT PG Group is one of the main operators at world level in the sector of multimedia profiled advertising, offering “print-voice-online” directories, as well as complementary communication services such as one-to-one marketing.
SEAT PG 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 (2008 data), and a wide range of products guaranteeing a real integrated system of communications to about 600,000 Italian customers. A total of 59 million volumes distributed to the homes and offices of Italian subscribers (2008 data), about 35 million enquiries through the directory assistance service (2008 data), and over 330 million hits on online directories (2008 data) connect people and businesses, bringing together needs and solutions and promoting economic exchanges.

Press contacts:   

SEAT PG

SEAT PG Communications
comunicazione.stampa@seat.it
Tel. +39 011.435.2199
Fax +39 011.435.3040

Burson-Marsteller

Silvia Vergani – Simona Mercandalli
silvia.vergani@bm.com
simona.mercandalli@bm.com
Tel. +39.02.721431