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Display case at the Teatro Alfieri foyer in Turin, 1967

02/13/2011 - 10:45 AM

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In 1967, Italy’s national telephone company SIP rolled out one of its first ever major advertising campaigns. The campaign was conceived to encourage people to install additional telephone sockets in their homes and purchase extra telephones. The company invested in outdoor wall adverts, a national magazine campaign in well-known news titles, women's weeklies and interior design magazines, and even made a short film which was shown before main features in movie houses. Local agencies across the country also had budgets for promoting telephones and extra handsets. In Turin, the agency alighted on the theatre-going public as a prime target. In December 1967, the company set up a display case in the foyer at the Alfieri Theatre, filled to the brim with telephone sockets, wires and telephones of all colours and styles. The campaign continued on the stage during the interval, through sketches written to show off the advantages and benefits of having a second phone in the home.

 

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