Yoyo's TV debut

A year ago, the Italian hose specialist Fitt presented its new expandable hose Yoyo. Following the market launch with selected trade partners, the kick-off campaign for a broad distribution was announced at Spoga+Gafa 2016.
For this purpose, the manufacturer has not only added an improved multi-purpose spray nozzle but has also equipped it with the Aquastop safety system. This automatically interrupts the flow of water on disconnection from the nozzle or tap, thus preventing unwelcome sprays of water under pressure and splashing the user.
However, even more is happening especially in the communication department. There was something comparable to a drumroll when Fitt announced a European-wide multi-channel advertising campaign starting in 2017 - including TV adverts. The TV spots will be broadcast in Italy, France, Spain and Germany. As soon as the high season starts, the adverts will be broadcast countrywide on local stations in conjunction with formats dedicated to gardening and hobbies.
Alessandro Mezzalira, CEO and Managing Director of Fitt is convinced, "This is a considerable investment, but one which we take on with the confidence that Yoyo is a product that will prove to be a huge success for the company Fitt". 
"From now on, watering your plants with Yoyo will be so effortless that you'll hardly  even notice it." That's the key message that the campaign wants to bring across to the consumers: Watering can be fun.
The advertisement spot, produced by film director Federico Cambria with creative support from the Milk agency and the production company Perigeo will appear on the YouTube channel as both an advert and a tutorial version. While the aim of the spot is to highlight the emotive aspects of the product in a humorous way, the video tutorial provides in-depth details on the properties that make the Yoyo system so unique, at least from the supplier's point of view. The various options for using it in the home and the particular plus factors are highlighted: durability, light weight and compact dimensions, that make it ideal to take anywhere and every­where.
Moreover, Fitt is expanding its campaign on social media channels, involving Bloggers and Influencers from the world of garden, hobby and do-it-yourself. "We are convinced that the innovative aspects of Yoyo can only be appreciated by trying out the product," explains Monica Rignoi, Marketing Director of Fitt, "that's why the Influencers, who comment on their blogs about products they've tried out…