Unieuro launches the “Celebrity Black Fridaiy” campaign: the real stars are the products and the offers

Unieuro kicks off the season of the year’s most eagerly awaited offers with “Celebrity Black Friday”, the new campaign that transforms Black Friday into a real casting call featuring irony, surprises and famous personalities.

The concept

The concept, created by Vml, is simple: find the perfect face to represent Unieuro’s Black Friday. But there is a twist: the real celebrities are not showbiz personalities, but the most sought-after products and the offers taking centre stage during Black Friday.

The campaign gets under way with an exceptional casting call. Well-known personalities from different worlds put themselves to the test to win the coveted role, but the mechanism has a twist: however famous the candidates may be, it is the products and offers that steal the limelight.

The famous personalities

The first to enter the casting is Tina Cipollari, who puts herself forward for the role with her unmistakable personality and her wit. But she will not be the only one: in the coming weeks, new famous faces, from the worlds of sport and entertainment, will take turns in the casting, before coming together for the grand finale.

The story directly involves the public through a game of teasers and reveals. On Unieuro’s social media channels, teasers and clues will invite users to guess the identity of the next celebrity each time, before the official reveal. A mechanism designed to build anticipation and interaction, giving the campaign a serial rhythm throughout the Black Friday period.

An omnichannel campaign

“Celebrity Black Friday” is omnichannel: a single concept accompanies the public across TV, radio, stores, digital, social media and Crm, adapting to the language and specific features of the different touchpoints without losing consistency or recognisability.

Vml created the creative concept and oversees its development for TV, radio and stores; Bcube develops the digital creative work and content for the digital and social channels. The TV production is handled by Visionaria Film, directed by Valerio Musilli, while the digital production is handled by Random Name Studio, directed by Fabio Cotichelli and Daniele Brunelletti.

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.