Pepco launches the new “Back to School” campaign in Italy and other 10 European markets

As the new school year approaches, Pepco is back on air with its new European campaign “Back to School”, on air in 11 markets, including Italy.

The concept

Launched in Italy by BBDO, the campaign stems from an authentic and meaningful insight that, when asked “What did you do at school today?”, the answer is often simply “Nothing!””. An apparent lack of stories that, in reality, encompasses a day filled with lessons, sport, friendships, creativity and new discoveries.

This idea has given rise to a creative concept that uses irony and light-heartedness to tell the story of everything hidden behind that “nothing”, transforming an everyday answer into a story of the experiences, relationships and discoveries that characterise school life.

The media plan

The media plan, managed by Havas Media, unfolds through a multichannel strategy combining linear TV and connected TV, cinema with a focus on screenings of PAW Patrol and Acme vs. Coyote, digital video, display, social media (Meta and Pinterest), influencer marketing, content on owned channels, in-store materials and a dedicated landing page on the Pepco Italia website.

Within this integrated ecosystem,influencer marketing is a strategic lever for amplifying the campaign’s relevance and creating an authentic dialogue with families. The creators involved will produce special Back to School Haul & Unboxing content to showcase the brand’s full range, including stationery, backpacks, lunch boxes, accessories, sportswear and garments designed to accompany children and young people throughout the school year, as well as to generate engagement and strengthen the connection with the audience at a key time of year.

The comment

““The ‘Back to School’ campaign demonstrates how we are integrating the Pepco brand, our product range, customer value, digital platforms and stores around an important moment in family life. This approach enables us to create a simpler, more relevant and more consistent experience for customers,””, says Sabine Zantis Möller, chief marketing officer at Pepco.

Social responsibility

Alongside the advertising campaign, Pepco is also continuing its commitment to social responsibility with initiatives dedicated to children and families.

These include Pepcolandia, the project which, now in its third year, funds educational, cultural, sporting and inclusion activities for young children, as well as after-school activities for boys and girls in Milan, carried out in collaboration with SOS Children’s Villages, to provide an educational environment that strengthens skills, motivation and self-confidence. In recent months, Pepco has also joined the educational programme “Stelle Mission Bambini”, promoted by the Mission Bambini Foundation to combat educational poverty and create new opportunities for growth for future generations.

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.