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Canali&C signs the new naming and launch of Belpò

The agency has taken care of all the activities of communication on and off line for the inauguration of the renovated shopping center, formerly Auchan San Rocco al Porto

This is the claim of the campaign for the launch of the renovated Shopping Centre on the outskirts of Piacenza signed by Canali&C. The former Auchan of San Rocco al Porto has changed its name to Belpò Shopping Centre. The agency accompanied Ceetrus Italy in the process of choosing this new name, with the direct involvement of the local population through a survey on Facebook, in which everyone could express their preference among a list of names. Inspired by the territory, this naming goes well with the roots of the land on which the center stands. Canali&C took to the field with a communication strategy that has lived of different moments. A pre-launch digital teaser activity for the external park, followed by a second phase that saw the winning combination of on and off line planning and unconventional and street marketing activities to promote the inauguration of the new centre to the maximum. The campaign image is as fresh and sunny as summer and like the Belpò Centre, which today offers a completely renovated Food Court, a Shopping Park with 4 medium size units and another 5 within the Mall, with a wide merchandising mix and many services. The off line planning included maxi posters canopies, and poster cars planned around the opening date. In addition, buses with fully decorated sides brought the communication of the new opening around the entire hinterland of Piacenza and the streets of the city center.

In support of this, the Media Unit of Canali&C has also planned press campaigns in local newspapers and a collaboration with the first radio in the area, Radio Sound, which broadcasted live for 4 hours on the opening day, preceded by an interview with the director. In addition: quotes from the speaker, radio columns lasting 1 minute and various 30″ commercials. For the digital strategy, a planning was studied on the main local portals with banners and editorials and the presence of 6 Influencers on the opening day, who published live stories during the opening and posts at the end of the day. In collaboration with the famous “Venerdì Piacentini” (“Piacenza’s Fridays), a series of evenings that liven up the historic center with mini culinary, cultural, sporting and concert events, Canali&C decided to set up a nice and unexpected unconventional activity, which saw the placement of 2 maxi shopping bags almost 4 meters high with #MIPIACEUNBELPO in two key points of the city: Largo Battisti and Piazza Cavalli. Street marketing also supported the distribution of more than 8000 mini-bag flyers, identical to the maxi installation and containing all the information, details of the new center and inviting to the inauguration. The unconvetional was repeated for two consecutive Fridays in collaboration with Blacklemon and thanks to the patronage of the City of Piacenza.

Another successful benchmark for Ermanno Canali’s agency.

Executive Creative Director – Remo Martingano
Digital Creative Vice Director – Paola Rosi
Copywriter – Alessio Giacomini
Junior Art Director – Giulia Ballestri
Social Media Manager – Federica Frignoli
Media Planner – Rosa Cirillo
Producer & Event Planner – Irene Soncini
Key Account – Simone Caula
Executive Account – Ilaria Alinovi