The difference between choosing and buying is called Coal
“See you at home” How many times have we said this statement? How many times have we heard it from the people who make us feel good? How many times have we whispered it to ourselves, hoping that the hands of the clock would turn quickly, bringing us back to where we feel free and safe?
We wanted this statement – more than just a statement, it’s a positive, enveloping, reassuring promise, if you think about that – to be the heart of Coal brand, which operates in central Italy in the large-scale retail trade with over 350 stores across Marche, Emilia Romagna, Abruzzo, Umbria, and Molise regions. To achieve this, we went beyond the scope of a new advertising campaign. We took the opportunity to rethink the entire digital ecosystem of the brand, with a truly omnichannel approach: from designing the new website to launching branded products, culminating in the brand campaign and the sharing of the claim “See you at home”.
Solution and Strategies
• UX & UI Design
• Website Dev
• System Integration
• Digital Workplace
• App Dev
• Social Media Marketing
• Photo & Video ADV
• Content Marketing
• Advertising
The website as the foundations of repositioning
Within a digital branding ecosystem, the website represents the foundations on which you build the entire structure. It has to be solid, well-designed and technologically advanced, capable of supporting future choices and actions, both at communication and business level. This vision has guided us along the definition of a new digital experience, reflected in a platform truly tailor-made for human interaction. Today, the website is for Coal its genuinely digital home, a vibrant environment from which to develop new strategies and actions, and to return to for monitoring results with a view toward a continuous business growth.
Branded products as inspiration and trust
The second design step has emphasized the communication of Coal-branded products through a multichannel advertising campaign. We enjoyed – there’s no hesitation in saying that – telling the stories of eggs, bread, butter, tomato sauce, oil (and much more) from the consumers’ perspective, seeking that emotional bridge that connects us to a product when we decide to place it in our cart and buy it. Consequently, the campaign “Genuini fino in fondo” (Genuinely to the Core) was born from the desire to look beyond the packaging and investigate the deep connection between shopping and the individual. “We are what we eat”, a philosopher said, a concept that never goes out of style, a concept to keep in mind for living a truly healthy, happy, and clear life. A genuine life.
The store as the place to feel at home
To close the loop, we designed the new brand campaign, a decisive moment to convey Coal’s promise to its audience, making it memorable with the power of emotion, embedding it in their minds and hearts. Once again, the storytelling perspective aligns with the real lives of people. What drives us to enter a supermarket instead of ordering online from an e-commerce? The answer is easy: the desire to touch what we will buy, the idea of being able to choose with our own eyes the products we will share with the people we love. It’s the difference between choosing and buying. “See you at home” expresses exactly this: the supermarket not as a place to pass through but as a real extension of our home, a fundamental stop in the day, that moment before going back home. “See you at home” invites us to enjoy the warmth of the only place where we feel understood and protected.
