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.
2014 Restyling
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.
Implemented in the space of just four months, the relaunch saw the share of brand awareness grow dramatically with strong innovation and individualitycompared 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
“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
BRAND METRICS
BRAND AWARENESS
CONSTANT SPONTANEOUS RECALL
GROWTH IN PROPENSITY TO PURCHASE +11% 2014 > 2017
43% ADVERTISING RECALL COMPARED WITH 14% FOR MEDIA COMPETITORS
Advertising campaigns
2017
Spot promozione valigie Summer 2017
2017
Spot promozione bike Spring 2017
2017
Spot accompagnazione bike Spring 2017
2016
Spot #HumansofTechnology Autumn 2016
2016
Trailer #HumansofTechnology Autumn 2016
2016
Black Friday November 2016
2015
Institutional Spot 2015
2014
Institutional Spot 2014
Sponsorships
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.
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.