“This channel agnostic approach excited all local stakeholders and really gave the campaign the local grassroots feel we needed.” 

Chevron

“Media strategy was perfectly aligned with our marketing strategy and conveyed the concept of ‘cast-yourself’ that we wanted to deliver.”

Maurizio de Palma - Marketing Director, Sony Ericsson, Italy

Are you in control enough to let go?… It takes out the guess work and explains technical concepts in a way all marketers can appreciate. I applaud MEC for taking the lead and providing such a high level of thought leadership.

BlackRock


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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