From Home Furnishing Business
Natuzzi Italia Kicks off Marketing Strategy
Leather upholstery supplier Natuzzi Italia has unveiled a new marketing campaign slugged Harmony Maker.
The creative concept created by GreyUnited stems from a core idea of harmony and builds on Natuzzi’s strategy of creating harmony through product design.
The campaign was devised by GreyUnited in conjunction with the marketing and communications management and the Natuzzi style center. The campaign, coordinated by the Natuzzi media center, has been developed over an integrated communications platform that focuses on digital channels.
“With our Harmony Maker campaign, we wanted to tell the story behind the product and share our deep-seated motivations, our very DNA,” said Pasquale Natuzzi. “We believe strongly in ourselves, in our 50-year history and in our ability to create beautiful spaces, because I am convinced that beauty is the secret to happiness. To help tell our tale, we drew inspiration from our homeland: our Apulia, our Muse”.
The backdrop of choice is Apulia, Italy, with its picturesque palette of colors: it represents Natuzzi's “inspirational Muse”.
“This campaign is the first step on a steep work path that we first trod over a year ago,” said Pino Rozzi, CEO of GreyUnited. “Alongside our customer, Natuzzi, we have redefined the positioning of the brand globally, and made known to the public those unique and distinguishing features that set it apart. In a highly competitive context, it is precisely this hallmark and its roots sunk so deeply in the fertile soils of Apulia that make the difference.”