“MEC’s strategic ‘out of the box’ thinking has allowed us to speak directly to our target audience in a very powerful way. I believe this campaign will pave the way for the future.”
Telecom Italia
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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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