MediaWorld’s Black Friday campaign taps into the maxxing trend with Herbert Ballerina

MediaWorld has launched its new Black Friday campaign, developed together with the Armando Testa agency and inspired by maxxing, the trend of seeking to get the most out of every aspect of everyday life.

This has led to the “maxxed-out Black Friday ever”, which tells the story of how technology enters people’s lives, amplifying their possibilities and enriching their experiences. The concept comes to life through a series of comedy episodes starring Herbert Ballerina, featuring MediaWorld offers and services.

The story

Likeable, self-deprecating and irresistibly human, Herbert finds himself dealing with everyday situations taken to extremes thanks to technology. A voiceover urges him to keep pushing further, giving rise to unpredictable reactions, misunderstandings and slightly surreal twists.

In the scenes set in the shop, Giorgia, a MediaWorld sales assistant, comes into play, helping Herbert discover the brand’s services with practical advice and solutions. Her presence highlights the value of in-store advice and the fundamental role of MediaWorld employees in guiding customers towards informed choices and building a relationship based on trust.

The services

Through jokes and wordplay, it emerges that at MediaWorld it is not only the offers that are “maxxed out”, but also the services: from valuing used products through Trade-In to the benefits of MediaWorld Club, through to free collection of orders in store in just 30 minutes and exclusive in-app offers. Solutions that simplify purchasing by integrating digital channels and shops.

The commentary

“At a time such as Black Friday, when offers take centre stage, it is essential for us to continue highlighting what makes the MediaWorld experience distinctive. Value for money is a central element, but it becomes even more valuable when accompanied by the possibility of making informed choices, supported by services and expertise that meet people’s needs. This is the vision that guides our approach to retail and that we also wanted to express in this year’s campaign, through a light-hearted, ironic and pop style, also thanks to Herbert’s participation, while always keeping technology at the centre of the story,” comments Francesco Sodano, marketing director at MediaWorld.

The omnichannel strategy

Media planning, handled by Starcom (Publicis Groupe), will run throughout November, using an omnichannel strategy designed to accompany customers through the different stages of the purchasing journey. The media mix includes TV, with premium formats of 30” and 15” during peak viewing times, connected TV, display, social and audio, with the aim of maximising emotional impact and reach across the different touchpoints.

Directed by William9, the production is entrusted to At Studios.

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.