Brand image objectives have been by far achieved: “Telecom is a social responsible company” increased by 126%, “is an open-minded company” increase by +104%. In 4 weeks the “blorum” was visited by more than 400,000 unique visitors.The project ‘Avoicomunicare’ has been in Italy: •The first project in TLC industry investing in Digital Media a budget share higher than 10% of total available resources.•The first “Printernet” project exploiting - in logic of corporate communication- the power of endorsement of the media brands as “trusted source of information” and their capability to create audience.

Innovation:We created an invitation to dialogue in a “Blorum” (merge of blog and forum), where people could post their thinking and chatting also with outstanding discussants as Bob Geldolf and Mikail Gorbaciov.All media was used to spread image campaign and bring people to the “Blorum”. Campaign was announced with a TV teaser 1 week before the official launch inviting people to visit the website.

Implementation:Once the “Blorum” was launched a system of “mirror frames” between Print & Internet ignited the participation. What people posted online was published the day after in newspapers and magazines (both paper and online version). SEM and Digital PR were also strategic in reaching and activating the target.

The Challenge:On August 2008, Telecom Italia launched its Corporate campaign ‘Avoicomunicare’ to convey company proximity and humanity values.Telecom Italia renewed the “Gandhi” campaign, prized Lion at Cannes in 2005.Our insight Corporate communication usually conveys a top down and business oriented communication. People are increasingly demanding from companies time to express themselves about what really matters to them.Give people a “virtual place” where they can stop, reflect and connect to each other, also with high profile testimonials.