Canta Tu x Sanremo 2024 – Casa Paola & Chiara
Client: Giochi Preziosi
Brand: Canta Tu
Occasion: Sanremo Festival 2024
Partner Talents: Paola & Chiara
Agency: Musa
CHALLENGE
Promote the iconic Canta Tu home karaoke device by Giochi Preziosi during the highly anticipated week of the Sanremo Festival 2024, capturing the attention of a young, music-loving audience, while reinforcing the brand’s cultural relevance and emotional connection with Italian households.
SOLUTION
Musa designed a unique and memorable brand moment:
Canta Tu Karaoke Night at Casa Paola & Chiara, a home karaoke party like no other, set in an all-pink house in the heart of Sanremo—a celebration of music, nostalgia, and fun.
At the center of the experience:
-
The iconic Canta Tu karaoke system, a staple of Italian family entertainment
-
The beloved duo Paola & Chiara, hosts of the Prima Festival, who welcomed friends and special guests for a night of music and memories
-
A mix of celebrities and creators, including Paola Turani and Valeria Angione, who joined in to sing, laugh, and relive the hits that defined generations
The event offered a powerful blend of nostalgia, pop culture, and contemporary content, showcasing the product in its natural context—an intimate, joyful moment shared with friends and music.
RESULTS
-
High-impact brand visibility during Italy’s biggest music event
-
Strong resonance with Millennials and Gen Z, driven by talent appeal and social storytelling
-
Dozens of UGC moments captured and shared by influencers and guests
-
Reinforced Canta Tu’s positioning as the go-to karaoke device for Italian home parties
-
Positive brand association with fun, music, and connection
