"Since our first flight, the airline has stood for service, innovation and value, characteristics that were displayed by the entire McKinney and MEC Interaction team."

 

 

Chris Rossi - Senior Vice President, Virgin Atlantic North America

“The launch of Tom-Tom Cabaret in Italy was a challenge for the agency. I’m very proud of their great innovation in the media planning, especially the new ad format created in TV.”

Sonia Cossu - Trade Marketing Manager, TomTom Italy

“Thanks to MEC, Tomb Raider was successfully conveyed in just a few minutes, impressing audience perceptions of the brand values.”

Simona Bassano - Halifax Marketing Manager, Italy


Telecom Italia

The New Americans
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A demonstration of

  • > Active Engagement
  • > Digital/Online
  • > Earned
  • > Owned
  • > Paid
  • > Research / ROI

Express yourself




Using digital media, we helped Telecom Italia to reposition itself as a company with a human face.


The challenge

Telecom Italia wanted to reposition itself as a company more broadly in touch with ordinary people, by demonstrating its commitment to social values such as inclusiveness and open-mindedness. Our challenge was to help the company realign its brand image with the new spirit of the times.

Our insight

People prefer person-to-person communication to the corporate world's more conventional ‘top down' approach.

Our solution

Telecom Italia developed a campaign Avoicomunicare (‘Your turn to express yourself'). To support this initiative, we created an online ‘blorum' - a combination of a blog and forum - where people could communicate about the important issues facing modern society. To stimulate interest, we commissioned video messages from globally significant figures such as Bob Geldof and Mikhail Gorbachov. Having initially used TV teasers to drive traffic to the site, we introduced a ‘mirror' system where online posts were published the following day as advertisements in newspapers and magazines, generating a high degree of momentum.

The results

  • 126% better recognition as socially responsible company
  • 104% increase in awareness of Telecom Italia's open-mindedness
  • 400,000+ people on ‘blorum' in four weeks

 

 

 
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