“Non di solo calcio vive l’uomo”, the corporate campaign designed by Soluzione Group for Polti, the leading producer of household appliances and steaming technology, wins first prize in the Creative PR category at the 26th edition of Mediastars – an Italian advertising award.
To present the results of a research commissioned by Polti on male only cleaning habits at home in the three national markets Italy, France and Spain, Soluzione developed a PR campaign. Soluzione exploited the attention of the EURO 2020 event to create a literal connection between soccer and chores and to compare the three countries under analysis. Therefore, the press release on the research results was dispatched during the tournament. The agency also involved the psychologist Daniele Marchesi to integrate an interpretation of the results from a scientific point of view, evaluating the change in various pre and post lockdown behaviors. To collect additional media coverage besides the organic one, a native advertising campaign was planned to maximize reach, generate news content and create awareness.
At the Mediastars award ceremony in Milan, Annamaria Pelucchi, Head of PR of Soluzione Group, and Eugenio Buttafava, Corporate Marketing Director of Polti, collected the prize.