MediaWorld celebrates 35 years in business with a campaign by Armando Testa

MediaWorld celebrates 35 years since the opening of its first store in Curno (Bg) with the 35° anniversary Let’s Wow!, a project developed together with the Armando Testa Group.

The heart of the project – which comes to life through a new campaign, a film, in-store activations for partners and customers, and a dedicated event – is the idea of first times: those moments when encountering new technology opens up unexpected possibilities and leaves an emotion destined to last.

The film

The celebratory film conceived by the Armando Testa agency is a journey from 1991 to today through the emotion of people's first times, intertwined with MediaWorld's presence in their lives, and tells how the brand has accompanied generations in discovering ever-new possibilities and ways of experiencing technology.

As the film's closing line says: "To give you the excitement of the first time, every time. We have been here for 35 years.”

The other initiatives

The concept lives on beyond the film too. The Armando Testa Group created the visual identity for the 35° anniversary, developing the celebratory logo as well as point-of-sale materials, flyers, and bespoke digital and social content, creating a unique language capable of supporting all the anniversary initiatives and consistently telling the story of a brand that evolves in order to remain relevant in people's lives.

The celebrations will also extend to stores through promotions and initiatives dedicated to the 35° anniversary, including Sottocosto 35°, together with activations and experiences such as the Red Zones in the Tech Villages. The programme will also continue through digital and social initiatives, events dedicated to the gaming world, and engagement opportunities for MediaWorld partners and colleagues.

The comments

"To celebrate this important milestone, we chose a campaign with a strong focus on video, designed to tell not only the story of the evolution of technology, but above all the emotions that technology has enabled us to experience over these 35 years. Because MediaWorld's story is not just about shops, products or campaigns: it is above all about people and their first times. The first television, the first computer, the first smartphone, the first console, the technology chosen for the first home. Since 1991 we have accompanied millions of Italians through many of these moments and, very often, MediaWorld was there with them. This idea gave rise to the film made with Armando Testa: a journey through 35 years of a shared story, built around the 'first moments' experienced together with our customers. Technology has changed, and so have we, but MediaWorld has continued to be there," commented Francesco Sodano, marketing director at MediaWorld.

"When was the last time you did something for the first time? It is the question that opens the film and encapsulates the heart of the project: first times change us, but we often only realise it afterwards. We wanted to draw attention precisely to that emotion, to that instant when something enters our lives for the first time," adds Georgia Ferraro, executive creative director at Armando Testa.

"Telling the story of 35 years of MediaWorld meant rediscovering many of those moments and the sense of wonder that accompanies them. Because wow is born right there: when something new surprises us enough to stay with us," concludes Nicola Cellemme, executive creative director at Armando Testa.

This article was translated from the original Italian version with the assistance of artificial intelligence. In case of discrepancies, please refer to the original Italian version.