Starting from January 2023 Dorelan launches communication with the new campaign “The quality of your time ” to celebrate the art of sleeping well to live better.
The new TV spot "The quality of your time" on air from 5 January is the story of Giulia's life and a hymn to quality of rest. Starting from his childhood in Latvian, to arrive at moments more intimate and sweet, up to the most significant stages of change in adulthood and the much desired goals achieved.
The Dorelan mattress thus becomes a safe place that marks the quality of our time , accompanies us through life and gives value to its moments. Because the quality of our rest is the quality of our life. The parents of the protagonist of the commercial know this well and, to celebrate a new stage in Giulia's life, they surprise her with a special gift: a new designer bed and a mattress by Dorelan.
Created by the Programma Immagine agency, under the creative direction of Valerio Baruzzi, Serena Benini, Jenny Gnoli and directed by Gian Abrile, the commercial retraces the most important moments of Giulia's life, from a child to a young woman.
"Dorelan's new communication strategy is increasingly aimed at digital platforms while maintaining an omnichannel approach. With this campaign with modern and genuine contents, we want to continue on our awareness journey to spread the culture of good sleep and put well-being at the center psycho-physical of each person, for a higher quality of life" , states Riccardo Tura, CEO of B&T SPA - Dorelan.
The commercial is part of a very complex communication campaign which involves huge investments: around 10 million euros with a share of 18% in digital set in a full funnel and omnichannel logic.
This integrates with the business development plan scheduled for 2023 also with retail and the brand's expansion abroad, providing for 40 new worldwide openings.
Credits:
MEDIA CENTER: IMAGE PROGRAM
Simona Emiliani
CREATIVE AGENCY: IMAGE PROGRAM
Creative Direction:
Valerio Baruzzi
Serena Benini
Jenny Gnoli
Senior Copywriter:
Annalisa Ventura
Giulia Pazzagli
CDP: RTI - Publitalia
Director: Gian Aprile
DOP: Umberto Ottaviani