{"id":2248,"date":"2015-09-03T15:21:25","date_gmt":"2015-09-03T13:21:25","guid":{"rendered":"https:\/\/livextension.wordpress.com\/?p=2248"},"modified":"2016-03-09T13:05:24","modified_gmt":"2016-03-09T13:05:24","slug":"livextension-per-6-24-palestre-genesi-di-una-campagna","status":"publish","type":"post","link":"https:\/\/lx.smartcampaign.it\/m\/2015\/09\/03\/livextension-per-6-24-palestre-genesi-di-una-campagna\/","title":{"rendered":"LiveXtension per 6.24 Palestre: genesi di una campagna"},"content":{"rendered":"<p>La campagna &#8220;<strong>Tienilo in forma<\/strong>&#8221; per <a href=\"http:\/\/624palestre.it\"><strong>6.24 Palestre<\/strong><\/a> \u00e8 on air da qualche giorno: prima con un&#8217;anteprima su Facebook; poi con le affissioni nelle zone geografiche dove hanno sede le palestre: Cernusco sul Naviglio e San Giuliano Milanese.<\/p>\n<p><a href=\"https:\/\/www.livextention.it\/wp-content\/uploads\/2015\/09\/624_heart_butt.jpg\"><img fetchpriority=\"high\" decoding=\"async\" data-attachment-id=\"2252\" data-permalink=\"https:\/\/lx.smartcampaign.it\/m\/2015\/09\/03\/livextension-per-6-24-palestre-genesi-di-una-campagna\/624_heart_butt\/\" data-orig-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/624_heart_butt.jpg\" data-orig-size=\"5312,2988\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;1.9&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;SM-G920F&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;1441284826&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;4.3&quot;,&quot;iso&quot;:&quot;40&quot;,&quot;shutter_speed&quot;:&quot;0.00038940809968847&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"624_heart_butt\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/624_heart_butt-300x169.jpg\" data-large-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/624_heart_butt-1024x576.jpg\" class=\"aligncenter size-large wp-image-2252\" src=\"https:\/\/www.livextention.it\/wp-content\/uploads\/2015\/09\/624_heart_butt.jpg?w=584\" alt=\"Affissione 6.24 Palestre San Giuliano Milanese\" width=\"584\" height=\"329\" srcset=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/624_heart_butt.jpg 5312w, https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/624_heart_butt-300x169.jpg 300w, https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/624_heart_butt-1024x576.jpg 1024w\" sizes=\"(max-width: 584px) 100vw, 584px\" \/><\/a>La campagna gioca su un evidente &#8211; non immediatamente evidente a tutti, per la verit\u00e0\u00a0&#8211; <strong>doppio senso<\/strong>: quello che bisogna tenere in forma \u00e8 un <strong>cuore<\/strong>; ma anche un <strong>sedere<\/strong>.<\/p>\n<p><img decoding=\"async\" data-attachment-id=\"2249\" data-permalink=\"https:\/\/lx.smartcampaign.it\/m\/2015\/09\/03\/livextension-per-6-24-palestre-genesi-di-una-campagna\/ilovewater\/\" data-orig-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/ilovewater.jpg\" data-orig-size=\"1000,437\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"I love water &#8211; Geberit\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/ilovewater-300x131.jpg\" data-large-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/ilovewater.jpg\" class=\"size-medium wp-image-2249 alignleft\" src=\"https:\/\/www.livextention.it\/wp-content\/uploads\/2015\/09\/ilovewater.jpg?w=300\" alt=\"I love water - Geberit\" width=\"300\" height=\"131\" srcset=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/ilovewater.jpg 1000w, https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/ilovewater-300x131.jpg 300w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>L&#8217;idea \u00e8 partita da un&#8217;intuizione del cliente, che LiveXtension\u00a0ha cavalcato, valutandone tutte le implicazioni.<\/p>\n<p>Il primo approfondimento \u00e8 stato relativo alla campagna che utilizza un&#8217;immagine molto simile fatta negli anni e in diversi paesi da <strong>Geberit<\/strong> (prodotti e sistemi idrosanitari) con lo slogan &#8220;I\u00a0\u2764 Water&#8221;. Geberit ha registrato lo slogan, che risulta quindi inutilizzabile da altri.<\/p>\n<p><img decoding=\"async\" data-attachment-id=\"2250\" data-permalink=\"https:\/\/lx.smartcampaign.it\/m\/2015\/09\/03\/livextension-per-6-24-palestre-genesi-di-una-campagna\/stock-photo-1437761-buttocks-in-foam-heart-shape\/\" data-orig-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/stock-photo-1437761-buttocks-in-foam-heart-shape.jpg\" data-orig-size=\"400,556\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"stock-photo-1437761-buttocks-in-foam-heart-shape\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/stock-photo-1437761-buttocks-in-foam-heart-shape-216x300.jpg\" data-large-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/stock-photo-1437761-buttocks-in-foam-heart-shape.jpg\" class=\"alignleft size-medium wp-image-2250\" src=\"https:\/\/www.livextention.it\/wp-content\/uploads\/2015\/09\/stock-photo-1437761-buttocks-in-foam-heart-shape.jpg?w=216\" alt=\"buttocks-in-foam-heart-shape\" width=\"216\" height=\"300\" srcset=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/stock-photo-1437761-buttocks-in-foam-heart-shape.jpg 400w, https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/stock-photo-1437761-buttocks-in-foam-heart-shape-216x300.jpg 216w\" sizes=\"(max-width: 216px) 100vw, 216px\" \/>La forma del cuore che sembra anche un sedere \u00e8 per\u00f2\u00a0<strong>un&#8217;immagine con diverse referenze<\/strong> nelle banche dati e tanti\u00a0utilizzi legati ai <em>concept<\/em> pi\u00f9 disparati.<\/p>\n<p>Ad esempio:<\/p>\n<ul>\n<li><a href=\"http:\/\/www.istockphoto.com\/photo\/female-booty-in-shape-of-a-heart-with-orchid-23766907?st=3305287\">http:\/\/www.istockphoto.com\/photo\/female-booty-in-shape-of-a-heart-with-orchid-23766907?st=3305287<\/a><\/li>\n<li><a href=\"http:\/\/www.istockphoto.com\/vector\/card-i-love-you-with-sexy-buttons-in-heart-shape-23578736?st=3305287\">http:\/\/www.istockphoto.com\/vector\/card-i-love-you-with-sexy-buttons-in-heart-shape-23578736?st=3305287<\/a><\/li>\n<li><a href=\"http:\/\/www.istockphoto.com\/photo\/buttocks-in-foam-heart-shape-1437761\">http:\/\/www.istockphoto.com\/photo\/buttocks-in-foam-heart-shape-1437761<\/a><\/li>\n<\/ul>\n<p>E altri utilizzi vari raccolti in questo blog post:\u00a0<a href=\"http:\/\/www.joelapompe.net\/2011\/02\/17\/axe-indirapuram-spa-heart-butt\/\">http:\/\/www.joelapompe.net\/2011\/02\/17\/axe-indirapuram-spa-heart-butt\/<\/a><\/p>\n<p>E una disputa simile sul nuovo logo <strong>Airbnb<\/strong>:\u00a0<a href=\"http:\/\/www.washingtonpost.com\/blogs\/the-switch\/wp\/2014\/07\/16\/yes-airbnbs-logo-looks-like-a-butt-thats-kind-of-the-point\/\">http:\/\/www.washingtonpost.com\/blogs\/the-switch\/wp\/2014\/07\/16\/yes-airbnbs-logo-looks-like-a-butt-thats-kind-of-the-point\/<\/a><br \/>\nLo stesso gioco di ambiguit\u00e0 tra le forme \u00e8 del resto alla base del logo gi\u00e0 da tempo usato da <strong>Sebach<\/strong> (societ\u00e0 &#8220;affine&#8221; a Geberit, visto che \u00e8 leader di mercato per\u00a0bagni mobili e chimici).<\/p>\n<p><a href=\"https:\/\/www.livextention.it\/wp-content\/uploads\/2015\/09\/logo_i_love_sebach.jpg\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"2251\" data-permalink=\"https:\/\/lx.smartcampaign.it\/m\/2015\/09\/03\/livextension-per-6-24-palestre-genesi-di-una-campagna\/logo_i_love_sebach\/\" data-orig-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/logo_i_love_sebach.jpg\" data-orig-size=\"2405,483\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;1&quot;}\" data-image-title=\"Logo_I_love_Sebach\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/logo_i_love_sebach-300x60.jpg\" data-large-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/logo_i_love_sebach-1024x206.jpg\" class=\"aligncenter wp-image-2251 size-large\" src=\"https:\/\/www.livextention.it\/wp-content\/uploads\/2015\/09\/logo_i_love_sebach.jpg?w=584\" alt=\"I love Sebach\" width=\"584\" height=\"117\" srcset=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/logo_i_love_sebach.jpg 2405w, https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/logo_i_love_sebach-300x60.jpg 300w, https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/logo_i_love_sebach-1024x206.jpg 1024w\" sizes=\"(max-width: 584px) 100vw, 584px\" \/><\/a><br \/>\nL&#8217;approfondimento ha quindi portato alla convinzione di poter lavorare su un concetto originale. Dove sta l&#8217;originalit\u00e0? Nel fatto che si lega un&#8217;immagine (gi\u00e0 usata da altri, e ancora usabile in futuro), a una\u00a0<em>headline<\/em>\u00a0particolare, con doppio senso, che si riferisce direttamente all&#8217;immagine stessa.<\/p>\n<p>LX ha quindi\u00a0iniziato a lavorare alla campagna: la <strong>forma<\/strong> \u00e8 stata <strong>creata ex novo<\/strong> con l&#8217;utilizzo di immagini vettoriali; le \u00e8 stato applicato lo <strong>stesso colore<\/strong> del<strong> logo 6.24 Palestre<\/strong>, per aumentare l&#8217;ambiguit\u00e0 e\u00a0ottenere\u00a0uno stile migliore rispetto al color carne di Geberit (che non lascia spazio all&#8217;immaginazione); infine, \u00e8 stata definita l&#8217;impaginazione ottimale sia per le affissioni sia per i post sponsorizzati sui social network, con l&#8217;abbinamento della forma alla <em>headline<\/em> &#8220;<strong>Tienilo in forma<\/strong>&#8220;.<\/p>\n<p><a href=\"https:\/\/www.livextention.it\/wp-content\/uploads\/2015\/09\/tienilo_in_forma_fb.png\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"2253\" data-permalink=\"https:\/\/lx.smartcampaign.it\/m\/2015\/09\/03\/livextension-per-6-24-palestre-genesi-di-una-campagna\/tienilo_in_forma_fb\/\" data-orig-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/tienilo_in_forma_fb.png\" data-orig-size=\"750,750\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"tienilo_in_forma_fb\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/tienilo_in_forma_fb-300x300.png\" data-large-file=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/tienilo_in_forma_fb.png\" class=\"alignleft wp-image-2253 size-medium\" src=\"https:\/\/www.livextention.it\/wp-content\/uploads\/2015\/09\/tienilo_in_forma_fb.png?w=300\" alt=\"Tienilo in forma Facebook photo ad\" width=\"300\" height=\"300\" srcset=\"https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/tienilo_in_forma_fb.png 750w, https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/tienilo_in_forma_fb-150x150.png 150w, https:\/\/lx.smartcampaign.it\/wp-content\/uploads\/2015\/09\/tienilo_in_forma_fb-300x300.png 300w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/a>A pochi giorni dal <a href=\"https:\/\/www.facebook.com\/624palestre\/photos\/a.150850461671752.35557.112108782212587\/871431856280272\/?type=1&amp;theater\"><strong>lancio in anteprima<\/strong> su Facebook<\/a>, la campagna ha gi\u00e0 raggiunto sul solo social network oltre <strong>250mila persone<\/strong>, grazie a commenti e condivisioni, pur essendo stata promossa con poche centinaia di euro, solo sul target di riferimento (per et\u00e0, interessi e residenza geografiche nelle aree vicino alle palestre).<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Raccontiamo come \u00e8 nata la campagna &#8220;Tienilo in forma&#8221;, dall&#8217;idea iniziale allo studio delle implicazioni fino alla realizzazione<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_vp_format_video_url":"","_vp_image_focal_point":[],"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[41,28,7],"tags":[2474,2077,1088,2475,2476,2477,225,643,2478,2479,2480,32,2481,108,2482,2483,2484,2485,659,243,91,34,289,2486,2487,2029,2488,2489,2490,210,2491],"acf":[],"jetpack_sharing_enabled":true,"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/pfIE23-Ag","_links":{"self":[{"href":"https:\/\/lx.smartcampaign.it\/m\/wp-json\/wp\/v2\/posts\/2248"}],"collection":[{"href":"https:\/\/lx.smartcampaign.it\/m\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/lx.smartcampaign.it\/m\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/lx.smartcampaign.it\/m\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/lx.smartcampaign.it\/m\/wp-json\/wp\/v2\/comments?post=2248"}],"version-history":[{"count":3,"href":"https:\/\/lx.smartcampaign.it\/m\/wp-json\/wp\/v2\/posts\/2248\/revisions"}],"predecessor-version":[{"id":2378,"href":"https:\/\/lx.smartcampaign.it\/m\/wp-json\/wp\/v2\/posts\/2248\/revisions\/2378"}],"wp:attachment":[{"href":"https:\/\/lx.smartcampaign.it\/m\/wp-json\/wp\/v2\/media?parent=2248"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/lx.smartcampaign.it\/m\/wp-json\/wp\/v2\/categories?post=2248"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/lx.smartcampaign.it\/m\/wp-json\/wp\/v2\/tags?post=2248"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}