Communicating value, every day: Schüco still on air with SAY

In a landscape where visibility is only part of the equation, communication becomes powerful when it succeeds in conveying identity, values and authentic relationships. It is with this vision that Schüco Italia, accompanied by SAY, returns to the airwaves in May 2025 with a new plan involving TV and radio.

A project commissioned by Schüco International Italia – a leading company in the Italian market in the field of development and distribution of high-quality aluminium systems for windows, doors and façades – not only to reach the public, but to speak coherently and powerfully to people’s hearts.

An investment that speaks to an informed audience

Between May and June, Schüco aired approximately 1,000 spots on Radio Rai, designed to reach different audience segments with a recognisable tone consistent with the brand’s identity, with significant coverage of over 121 million contacts, focusing on high-potential targets and the trade world.

At the same time, around 200 commercials were broadcast on La7, positioned outside advertising breaks and 70% concentrated in prime time and peak viewing times. A deliberate choice, aimed not only at maximising visibility, but also at reinforcing the perception of quality and reliability that has always accompanied the Schüco name.

A project by SAY that puts people at the centre

For this new wave of communication, SAY oversaw the strategy, media planning and creativity, integrating cross-functional skills between the Creativity and Performance departments. Together, they built a coherent narrative capable of conveying vision and values across every channel.

“For us, communication is first and foremost about relationships,” explains Alessandra Baggio, Strategic Planner at SAY. “We share Schüco’s vision and values: communication means creating authentic connections, telling stories about identity and generating trust. This campaign is a perfect synthesis of our way of working: combining strategy and sensitivity, numbers and meaning, to give a voice to brands that want to leave their mark.”

Much more than just an advert: a strategy that lasts all year round

Offline presence is part of an integrated communication strategy that SAY manages for Schüco. Online and offline advertising, video content creation, blog and social media management, and a specific commitment to communicating with end users are just some of the areas covered. Great attention is also paid to involving the Schüco Premium Partner network, with personalised content that strengthens the link between the brand and the local area.

Communicating means building value, consistently

Today, choosing how and where to communicate also means defining how a company presents itself, tells its story and relates to its audience. With this new wave, Schüco is strengthening its position as a reliable and recognisable brand, capable of integrating product quality and consistency of message. SAY supports the brand in defining and implementing a solid, multi-channel and results-oriented strategy, transforming every step of communication into a concrete opportunity for growth and connection.