Strategic lever for growth and achieving corporate goals, the Unieuro brand has managed to renew itself and keep up with the times, becoming one of the most recognisable and established in the Italian landscape, with a claim – “Batte. Forte. Sempre”- unique and memorable in the retail sphere.
The Unieuro brand currently presents itself as the sole player in a communication ecosystem that is consistent in all channels, online and offline.
“The success of a brand depends on its capacity to think, act and communicate in order to transform itself into a simple storyteller and engage people. For Unieuro “being” a brand means always keeping the brand promise and exploiting the energy generated by our history and our values”
Marco Titi, Marketing Director
Following the acquisition of the Unieuro brand by the then SGM Distribuzione, in 2014 the historical electronics brand was rebranded with a new coordinated logo and image, by Future Brand Italia.
The company’s communication strategy almost immediately focused on relaunching the Unieuro brand, looking for irregularities compared with the communication logs applied in the retail sphere and identifying a “signature brand” that wishes to go beyond the price-proximity relationship and build a brand of stature, thanks to its relations and involvement with its customers.
No longer just promotional, with a loud, impersonal tone, but a reassuring message that touches people’s hearts. This is how the Unieuro promise of “being there“, and the choice of a graphic symbol which – as well as uniquely combining the two pre-existing organisations: the blue of Marco Polo-Expert and the orange of Unieuro – turned into a heart.
The U in Unieuro for everyone nowadays is the heart that always beats strong “Batte. Forte. Sempre” and embodies specific values: proximity, commitment, passion, summing up the promise made by the brand to always be there where, how and when the customer wants.
“We have chosen the heart as the protagonist of the campaign because it represents passion and the union of two organisations, Unieuro and Marcopolo which, when coming together, managed to breathe life into the largest electronics omnichannel chain in Italy in terms of the number of points of sale and proximity to customers, projecting it towards the future.”
Marco Titi, Marketing Director
Implemented in the space of just four months, the relaunch saw the share of brand awareness grow dramatically with strong innovation and individuality compared with the communication of all competitors. The innovative strategy deployed consolidates the brand equity, already in itself influential and distinctive, through important recognitions.
Discover the history of the logo on the website of the Italian Brand Museum.
- 99% BRAND AWARENESS
- Forte. Sempre. 47% CONSTANT SPONTANEOUS RECALL
- GROWTH IN PROPENSITY TO PURCHASE +11% 2014 > 2017
- 43% ADVERTISING RECALL COMPARED WITH 14% FOR MEDIA COMPETITORS
Spot promozione valigie Summer 2017 – https://www.youtube.com/watch?v=3qCudQJfYu0
Spot promozione bike Spring 2017 – https://www.youtube.com/watch?v=LBCLl0VYcts
Spot accompagnazione bike Spring 2017 – https://www.youtube.com/watch?v=jbsNwAqeek0
Spot #HumansofTechnology Autumn 2016 – https://www.youtube.com/watch?v=QqAEDCiHLZ4
Trailer #HumansofTechnology Autumn 2016 – https://www.youtube.com/watch?v=YC4PWstLtco
Black Friday November 2016 – https://www.youtube.com/watch?v=AUyh4dnlvKY
Institutional Spot 2015 – https://www.youtube.com/watch?v=HMVl1pz_6do
Institutional Spot 2014 – https://www.youtube.com/watch?v=8dH5tj7uRRE
Also active in the life of consumers outside of its stores, the Unieuro brand sponsors important sporting and social events.
Unieuro Wilier Trevigiani Hemus 1896
As well as demonstrating its passion for cycling by giving a bicycle to one of its clients, Unieuro supports the Unieuro Trevigiani Hemus 1896 professional cycling team.
Unieuro Pallacanestro (basketball) Forlì
Unieuro is the main sponsor of the Forlì basketball team, which has competed since the 2010-11 season in the Serie A2 Gold league.
Also discover social responsibility projects.