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The last Fare X Bene shock campaign by Altavia Italia
The last Fare X Bene shock campaign by Altavia Italia 1648 943 Altavia

 

A few weeks ago,  Fare X Bene Onlus launched a new shock awareness campaign on violence against women and gender discrimination. This year again, Altavia was chosen to work on the project.

Interview with Biba Acquati, Communication Manager at Altavia Italia and coordinator of the Fare X Bene campaign.

 

Can you briefly present Fare X Bene Onlus and tell us more about their activities?

 

Fare X Bene Onlus is a nonprofit organization which was created in 2013 with the purpose of providing both psychological and legal help to victims of violence and abuse, especially women.

They also aim to raise awareness of gender violence and school bullying among teenagers by , for instance, giving speeches in Milan schools.

 

By what practical means do they help victims of violence ?

 

Among other things, they financed the Soccorso Rosa, in the San Carlo Hospital in Milan, which is a place specially dedicated to women facing violence in their families.  They also finance medical care for Valentina Pitzalis, a young Italian woman who was burnt by her husband in 2011 in Sardinia.

 

How did Altavia get to work on Fare X Bene’s awareness campaigns?

 

We were in contact with the President of the organization, Riccardo Perdomi, who is also the Vice-President of Salmoiraghi & Viganò, an important Italian eyewear sales company.

Altavia Italia has been Fare X Bene’s communication partner since the creation of the organization three years ago. They chose us after seeing our previous social awareness campaigns, including our collaborations with Terres des Hommes and Fai.

Besides the advert campaign itself, we are also in charge of both press relations and events organization.

 

Let’s now focus on this year’s campaign. What was the brief ? How did you come up with the “Wrong ideas grow with them” concept?

 

Fare X Bene wanted to reach the greatest number of people, more particularly teenagers.

The campaign emerged from our observation of the real world! We decided to use rough speech because it is in fact that language which is usually used by adults and, as an unfortunate consequence, which is also taught to teenagers.

 

How was the campaign received by the public ?

 

It was very well received, in spite of the crude speech used in the video.  The campaign had also a great financial impact as it enabled to raise about 50,000 euros which will be used to continue financing Soccorso Rosa and organizing social awareness programs in schools.

 

Altavia heading for a POPAI Award !
Altavia heading for a POPAI Award ! 1769 1117 Altavia

 

A year ago and for the first time, the Altavia Instore team presented three of their POS displays to the jury of the POPAI Awards, at the 2015 Marketing Point of Sale fair. An initiative that paid off, as two of their creations were rewarded with a trophy.
And success is in the cards again this year, since in June, Altavia will be rewarded for their Mondelēz “Milka Easter 2015″ display stand, which has been nominated in  the” Food – temporary animation ” category.

 

REALISATION THEALTRALISATION PAQUES MONDELEZsmall

 

“This is a high value-added project» says Delphine Hervé, the POS designer in charge of the project, “its visual impact is very strong.” The massive carrousel-topped Milka cottage has in deed everything to get noticed, and this is not for no reason: ” Milka’s will was to stand out from the others. ” says Account Manager Sophie Vaux.

 

An ambitious project which the team logically chose when it came to decide which displays to present at the POPAI Awards 2016.

 

“This stand meets all clients’ requirements, both in terms of price and impact,” says Sophie Vaux.
According to Jean-Marc Gerin, Project Manager, “the small detail that could make the difference” may be “the perfectly autonomous engine carousel, allowing a 360 ° visibility” of Milka’s  flagship product: the boiled egg.

 

Will the impressive display enable Altavia to win the golden award? The answer will be given on June 16th  at the POPAI awards ceremony, at the Pavillon d’Armenonville in Paris!

 

Retail by… Lorenzo Bertagnolio
Retail by… Lorenzo Bertagnolio 1047 931 Altavia

 

Responsible for Altavia’s international development, Lorenzo joined the group 21 years ago to start the first Altavia subsidiary outside France, after having worked in the telecom and publishing fields. Before his present position, he was GM of the Altavia Iberica and area manager for Europe. Italian by birth, graduated at Politecnico di Torino,  he lived in Israel, Italy , Mexico, Morocco, Saudi Arabia, Spain and finally in France.

 

What retail innovation recently seduced you the most?

 

Causses is a “Quality and Health Food Shop” ( AGQ ) inspired by the slow food values ​​( good , clean and fair ) , which highlights the recognized expertise of the producers which signed the brand’s quality charter, and is also a food court, offering a short homemade menu made from products from the store. “The mission of Causses is to transform the chore of shopping to a fun moment, and to be a place of experience and friendliness. ” The choice of products that are referenced meets the values ​​of the brand : – Quality – Authenticity – Curiosity – friendliness – With over 2000 products guaranteed without additives or food coloring, there is more than enough to be satisfied .

 

What major trend affecting retail seems the most exciting  to you ?

 

The customization of consumer products. Technology allows brands today to offer to their customers differentiated products, with direct access to information from their consumers through their digital activity. In an impersonal consumer world , personalization is a reflection of the desire to feel unique. tomorrow’s IoT, which will identify health and mood data, may pave the way for manufacturers to create new interactions, automatically delivering highly customized offers, such as a drinks adapted to each consumers needs in energy and calories. The question is to see how the industry will take this turn and when.

 

Your favorite retail destination ?

 

The Aligre market in Paris because it is : joyful , seductive, loud, full of life . Traders negotiate with customers, adapting the price to unsold stock, in short it is impossible to leave without having bought anything.

 

le-marché-dAligre

 

A Retail app in your Smartphone ?

 

Amazon. A classic but very powerful app, purchasing is done in a few clicks and with great ergonomy.

 

Customer satisfaction challenges of tomorrow in retail ?

 

There are many challenges, but one that seems quite important will be the time saved in the least fun part of the act of purchase : the calculation of the total amount due. The technologies will directly calculate at a low cost the amount of our purchases in our shopping cart or trolley and customers will be able to pay with a simple but secure validation . No more queues, more time to choose.

 

Your “Proust madeleine” in Retail ?

 

La Rinascente. 1865 the Bocconi brothers opened in Milan, the first great Italian store where consumers found ready-to-wear clothes, a great innovation, because at that time all clothes were tailor made. The success was immediate , allowing the opening of a second store in 1877 in Milan, Piazza del Duomo , which became the flagship of the brand , followed by many others. Then, to increase traffic and attractiveness of the store in Piazza del Duomo, the Rinascente added other services such as a bank and a post office. La Rinascente is a true icon of Italian retail and reminds me of my childhood.

 

larinascente

 

Source : Altavia Watch

 

 

Blackwood

ALTAVIA GROUP ACQUIRES BLACKWOOD DIGITAL
ALTAVIA GROUP ACQUIRES BLACKWOOD DIGITAL 607 403 Altavia

Paris – 21st January – ALTAVIA reinforces its portfolio of services in digital in-store and e-commerce with the acquisition of the Digital Commerce agency Blackwood Digital.

 

Founded in 2015 by Bruno Auret, this young agency is rich of the legacy of Raymond Interactive agency, also created by Bruno Auret a few years earlier, within Saguez & Partners group. A passionate about the internet since the start of his career, Bruno Auret has dedicated himself to digital creation for retail since 1993.
Today, Blackwood Digital counts a team of 4 people of senior profiles, mixing a proven expertise in retail and digital.

 

The agency is specialized in Digital Commerce: digital in-store (screens and interactive devices, mainly in order to help in sales) and e-commerce (full design or improvement of existing websites), at the service of retailers and brands.
The « Big Ideas » of the agency are all market innovations, which aim at answering one question: how to sell more and better, no matter the channel? Its 100% retail positioning and its digital know-how, make the agency per se complementary to the range of services of Altavia in France. This acquisition perfectly meets the 2020 strategic plan of Altavia Group : the MOVE2020.

 

« Since its creation in the spring 2015, we had already identified and noticed Blackwood, not only for its strong digital and retail DNA, which places the store at its heart, but also for the human affinities we felt when we met the team. I am glad of how the agency has evolved since then and above all to see our ways linking up today. The arrival of Bruno and his team is one more step in the construction of a complete portfolio of services with strong added-value, blending together the most specialized expertise dedicated to commercial activation for the retailers” says Eric Borreil, General Manager of Altavia France.

 

For Bruno Auret, President of Blackwood Digital: “It is extremely motivating for us to join a group of international scale such as Altavia, which shares our passion for retail. Our chance is to accelerate our growth, having access to a portfolio of 300 clients and international brands, while keeping a start-up running, favorable to innovation”.

 

More information: http://www.blackwood.fr/

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