{"id":41425,"date":"2025-10-23T10:01:42","date_gmt":"2025-10-23T08:01:42","guid":{"rendered":"https:\/\/www.markt-kom.com\/?p=244100"},"modified":"2025-10-23T09:35:12","modified_gmt":"2025-10-23T07:35:12","slug":"uebrigens-kreativitaet-ist-keine-garantie-fuer-klarheit","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2025-10-23\/uebrigens-kreativitaet-ist-keine-garantie-fuer-klarheit\/","title":{"rendered":"a proposito... la creativit\u00e0 non \u00e8 garanzia di chiarezza"},"content":{"rendered":"

Denner ha rubato il cuore nella sua ultima campagna \u00ab20 Minuten\u00bb (m&k ha riferito<\/a>) - simbolicamente e letteralmente allo stesso tempo. Denner ha prenotato la prima pagina - tutta in rosso Denner - e mostra un'immagine tratta da un video di sorveglianza inscenato in cui il cuore rosso viene rubato dal logo Lidl e portato a Denner. Il messaggio \u00e8: \u00abIl cuore svizzero \u00e8 tornato al suo posto\u00bb. Un'idea intelligente che ha fatto notizia e ha ispirato la scena creativa. Ma come viene accolta dalla gente?<\/p>\r\n

\"\"<\/p>\r\n

Utilizzando lo strumento \u00abAdvertising Test\u00bb sulla piattaforma di ricerca di mercato deeptrue.com, abbiamo analizzato l'impatto della campagna su due gruppi: I risultati mostrano un'interessante tensione tra attenzione e comprensione.<\/span><\/p>\r\n

La storia \u00e8 stata accolta positivamente dalla generazione Z - il cuore, il furto, la Svizzera - ma senza la prima pagina rossa in evidenza di 20 Minuten, rimane poco chiaro chi sia \u00abeffettivamente\u00bb la pubblicit\u00e0 qui - il mittente \u00e8 spesso inteso come Lidl. Altri hanno trovato l'idea \u201edivertente, ma inutile\u201c. Tuttavia, la Gen Z apprezza la campagna pi\u00f9 del gruppo target degli over 30 e l'unicit\u00e0 viene riconosciuta pi\u00f9 spesso:<\/p>\r\n

\"\"\r\n
Likeability della campagna Denner per gruppo target (fonte: strumento \u00abAdvertising Test\u00bb, deeptrue.com da strumenti di gestione)<\/figcaption>\r\n<\/figure>\r\n

 <\/p>\r\n

\"\"\r\n
Unicit\u00e0 della campagna Denner per gruppo target (fonte: strumento \u00abAdvertising Test\u00bb, deeptrue.com da strumenti di gestione)<\/figcaption>\r\n<\/figure>\r\n

 <\/p>\r\n

Anche nel gruppo target pi\u00f9 anziano il quadro non \u00e8 stato omogeneo. La trama \u00e8 stata riconosciuta correttamente pi\u00f9 spesso che nella Gen Z (\u00abIl cuore \u00e8 stato rubato e portato a Denner\u00bb), ma l'effetto wow non si \u00e8 concretizzato. Alcuni hanno trovato la pubblicit\u00e0 simpatica, altri l'hanno trovata esagerata o irrilevante. Tra gli aspetti positivi, molti hanno apprezzato il motivo del \u00abcuore svizzero\u00bb in linea di principio, senza per\u00f2 trovare un chiaro collegamento con il marchio Denner.<\/p>\r\n

Attenzione - ma nessun incarico<\/h3>\r\n

In sintesi, la campagna ha ottenuto ci\u00f2 che ogni marchio desidera: l'attenzione. Ma non ha ottenuto ci\u00f2 di cui i marchi hanno bisogno: l'attribuzione. Se le persone non capiscono esattamente da chi proviene il messaggio, la provocazione creativa si trasforma rapidamente in un'autodisconnessione comunicativa.<\/p>\r\n

Questo non significa che l'idea fosse sbagliata. Al contrario: l'approccio ludico a un simbolo potente come il cuore ha un grande potenziale. Ma ha bisogno di pi\u00f9 contesto e meno messa in scena. I marchi possono e devono essere provocatori, ma non devono perdere di vista se stessi in questo processo.<\/p>\r\n

Il contenuto deve essere fornito<\/h3>\r\n

Forse \u00e8 proprio questa l'opportunit\u00e0 di Denner: non solo rubare il cuore, ma anche riempirlo di contenuti. Per esempio, con storie vere di produttori svizzeri, di dipendenti, di origini - in altre parole, di ci\u00f2 che fa davvero battere questo cuore.<\/p>\r\n

A proposito... a volte non basta avere un cuore, bisogna anche sapere per cosa batte.<\/p>\r\n

\r\n

 <\/p>\r\n

\"\"<\/p>\r\n

Laura Colledani e Klaus Ammon vantano oltre 40 anni di esperienza congiunta nel campo della ricerca sui consumatori e del marketing. Nel corso degli anni, hanno sviluppato un senso acuto di ci\u00f2 che muove le persone, anche al di l\u00e0 dei numeri. Entrambi gli autori sono a favore di una cultura della comunicazione che ascolta prima di trasmettere. Con il nuovo approccio degli strumenti di gestione dell'ascolto dei consumatori, vogliono aiutare i responsabili marketing non solo a interrogare i consumatori in modo tradizionale, ma anche a entrare in una vera e propria relazione con loro.<\/em><\/p>","protected":false},"excerpt":{"rendered":"

Nella nostra rubrica \u00abA proposito...\u00bb, Laura Colledani e Klaus Ammon di Management Tools si alternano per riflettere sulle questioni del nostro tempo. Questa volta si tratta della campagna di Denner con il cuore rubato di Lidl.<\/p>","protected":false},"author":8,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Kreativit\u00e4t","_yoast_wpseo_metadesc":"Laura Colledani und Klaus Ammon von Management Tools sinnieren \u00fcber die Kampagne von Denner mit dem gestohlenen Lidl-Herz.","articlekey":"","footnotes":""},"categories":[29],"tags":[3197,306,339,4343,3578,520],"class_list":["post-41425","post","type-post","status-publish","format-standard","hentry","category-marketing","tag-kampagnen","tag-kolumne","tag-marketing","tag-markom","tag-werbewirkung","tag-werbung"],"acf":[],"yoast_head":"\n\u00fcbrigens\u2026 Kreativit\u00e4t ist keine Garantie f\u00fcr Klarheit - Organisator<\/title>\n<meta name=\"description\" content=\"Laura Colledani und Klaus Ammon von Management Tools sinnieren \u00fcber die Kampagne von Denner mit dem gestohlenen Lidl-Herz.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.organisator.ch\/it\/marketing\/2025-10-23\/uebrigens-kreativitaet-ist-keine-garantie-fuer-klarheit\/\" \/>\n<meta property=\"og:locale\" content=\"it_IT\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"\u00fcbrigens\u2026 Kreativit\u00e4t ist keine Garantie f\u00fcr Klarheit - 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