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BVLGARI : A story MAI TROPPO

Communication campaigns for fine jewelry must make an impression. Buying behavior is often motivated by emotional triggers. Luxury is about selling a desired dream, a special feeling, a unique experience, and some advertising campaigns stand out by offering relevance and a perfectly targeted message such as Bvlgari's The new MAI TROPPO (Never Too Much) campaign with storytelling strong in emotions.

 

A plot in the heart of Rome  

Throughout the advertisement, the viewer is immersed in a plot with the goal of knowing who is being talked about. Indeed, the whole storytelling revolves around "She is here" but who is it about, an object, a person, or a story. The viewer is the last to know and Bvlgari managed to keep his attention by showing clues as if it were a riddle to which everyone knows the answer except him. Bvlgari has also succeeded in a very good metaphor insofar as with "She is here" everyone expects a person, the new muse of the Maison, or an influential person who will promote the image of the brand. Bvlgari has managed to highlight details that define the Maison. Indeed, we travel between the past of the brand with its creation or the beginning of its legacy in 1884 in Rome but also the present and future of the brand. 


 

Audience Perspective 


The campaign is aimed at women who are free and live their lives according to their desires and their own rules. This choice shows that Bvlgari has been carried by strong and daring women and thus it is a message of hope and encouragement for all women regardless of their differences. The same goes for the women chosen for the campaign, Lily Aldridge, British actress Naomi Scott, and Zendaya, the American star. The similarity between them is their courageous, fighting, and imposing personalities with the aim of promoting diversity within the Maison.  Moreover, the atmosphere that reigned throughout the campaign is undoubtedly the Italian dolce vita with the message of living the moment in an intense way. The key message of this advert is to do what we love because if it gives you pleasure, nothing is ever too much, beauty is never too much, and even less in Rome, the capital of the dolce vita.


 

Successful storytelling

The goal of Storytelling is not to tell the whole story of the brand, this is not attractive, it is important to make the story exciting and easy to remember, highlighting the essence of the brand, its identity, history, values, classic jewels, and adding other more "fictional" effects to attract attention. This is what Bvlgari managed to convey in its campaign, creating a mythical image, mixing reality and Roman legend. Moreover, a brand must respect several criteria in order to succeed in its storytelling. First of all, Bvlgari has chosen its interlocutor well by targeting the groups of Millenials with personalities chosen by their influences and also their young age. In addition, the voice used must be convincing enough to keep the viewer's attention throughout the campaign. This voice is also accompanied by intense music that reflects the plot, which puts the audience in a mysterious atmosphere in search of the solution to this enigma. However, storytelling is a story that appeals to the emotions of the target. The colors, video shots give an immersive effect by directly addressing the viewer, he feels the inspiration of the brand and is directly immersed in the universe created. Finally, in order to be successful, storytelling has to stay in the mind of the spectators thanks to an impactful slogan. Bvlgari succeeded with the slogan of their campaign "If you like it, it's MAI TROPPO (never too much). If it makes you happy, it's MAI TROPPO.  If it makes you happy, it's MAI TROPPO". 



References 

Bulgari. (2020, February 15). Mai Troppo (never too much) – Bvlgari's new brand movie – director's cut. Retrieved November 01, 2021, from https://www.youtube.com/watch?v=fqUOkmtTDds%3Fversion%3D3

Bvlgari's new "Mai troppo" campaign celebrates the flamboyant exuberance of the eternal city. (n.d.). Retrieved November 01, 2021, from https://www.lvmh.com/news-documents/news/bvlgaris-new-mai-troppo-campaign-celebrates-the-flamboyant-exuberance-of-the-eternal-city/

 

 











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