Poldina: Telepromotions on The Legacy of Rai1 – from 24 May 2021
Following the success of portable lamps, Zafferano has decided to intensify promotional activities in support of Poldina: starting from Monday 24 May, during the “L’Eredità” program conducted by Flavio Insinna, six telepromotions dedicated to the best-selling lamp will be broadcast. -à-porter of Saffron.
These advertisements will be broadcast on Rai1, in the early evening slot 19-20 preceding the news, on Monday 24, Wednesday 26 and Friday 28 May; and broadcast in reruns on Monday 31 May, Thursday 3 and Friday 4 June. In three different 60 “sketches, Flavio Insinna – flanked by the actors Gabriele Cirilli, Sara Santostasi and Mirta Pepe – will illustrate the formal and functional characteristics of Poldina, the original lampe-à-porter by Zafferano.
The goal is to continue to strengthen brand awareness, positioning Poldina in the imagination of the general public of Italian consumers as a “top of mind” model of portable lamp, and accrediting Zafferano as a reference brand in the segment, associated with the concepts of functionality, quality and originality that distinguish it from competitors.
The Legacy is the longest running quiz in the history of TV: since 2002 it has been broadcast every day at 6.45pm, recording growing audience figures: 20.9% share and 4,200,000 average listeners (Source Auditel Nielsen Tam; September 2020 -February 2021). This program was chosen both for the large audience it reaches, and for the grace of the conductor Flavio Insinna: a multifaceted artist (he is also an actor and voice actor) who expresses a cultured and brilliant conduct, and who also in these telepromotions shines through the his spontaneous and genuine sympathy.