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from cover to Trony: since 1989 (and beyond!)

Staying on the climate of memories (see previous post about 20 years by the official agency) and approaching the World Cup, today we talk about COVERS (Cooperative Professional Appliances) negrinievaretto customer since 1989, thanks to an epic race won by the agency youngest (then), but with the most innovative ideas and more structured. After an exchange via pay phone between the two partners, a better communication strategy - in style "Milan" - was written by Claudio Varetto - who was finishing his military service - with the typewriter in the army lunch break, with the consent of a marshal, and while he was on leave, was sent, along with several drawings and text, fax - from a tobacco shop in Bologna with fax charges - Massimo Negrini, that the waiting in a print shop in that Pisogne. Negrini ( soldier acquitted him instead ) rewrote all in beautiful, starting from Varetto sketches, prepared and finished the layout for the presentation. And so the agency won the race, scoring his first contract with a major customer: a cooperative of 100 stores of home appliances in different provinces of Lombardy. The first campaign consisted mainly of a folderino, printed in 300,000 copies circulated door-to-door, with illustrations comics who saw anthropomorphic appliances play football on the cover (see image above), entitled "Preview of World Cup '90" (also accompanied outputs from local newspapers) there was a coupon inside to ask for the key ring with the '90 World Cup official mascot (named "Hello"). Were distributed to 30,000 key retail outlets (assuming the canonical 10% redemption of coupons) and keychain all disappeared! It was a great success. The following year, 1990, covers came in a European buying group, GRE, and some years later, when it was formed, it became part of the group that manages the brand Trony .

So negrinievaretto continues to lay out more than twenty years "giornaloni" on appliances, hi-fi, telephony, also branded Trony. Here You can browse through one of the last (April-May 2010):
http://issuu.com/negrinievaretto/docs/trony_9apr_3mag