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[web event / media event]

20 years of leadership Objective: to celebrate the 20th anniversary of the company in Italy and engage all staff across the country with the goal of reinforcing the sense of belonging and encouraging each resource to play an active part in the celebration. Creative idea and description: creation of the 20annidaprotagonista multimedia concept generating 12 months of internal communication both online and offline. All activities were accompanied by Mark, a mascot character created to guide employees which became a focal element of the whole project. Actions: creation of community web site www.20annidaprotagonista.it with personal profiles, chat line, public bulletin board, pvt messaging, electronic games, direct line with management, video/photo uploads, content discussion; promotion of 20annidaprotagonista concept in all Media World and Saturn stores via btl materials, tv monitors, newsletters and multimedia; viral video broadcast on Italia 1 featuring the Mark mascot; workplace switch between staff for winners of an online competition; final event on the 2nd of October with top name entertainment, high impact stage set and line up chosen by the whole 7,500 members of the community. Staging and set design: five stands providing seating for 2,100, 3,000 sqm stage in layers on four levels, 3,700 sqm

of carpeting, 840 m of catering services, 300 m of illuminated bar, 3,500 sqm of furnished space for dressing rooms/offices/fitting rooms, 400 m of crowd control barriers outside. Acrobatic choreography from Ivan Manzoni, live radio with Diego and La Pina from Radio Deejay, and concert by Elio e le Storie Tese. 30 fitters, 6 days' fitting up round the clock, two days to dismantle. Media Mix: a multimedia concept expressed through a range of communication tools, internal and non, online and offline, atl and btl, sending a strong, clear message to all staff. Communication tools: web community, digital and printed newsletters, viral video on national tv and Web, contests, games, Pos activities, posters and cut-outs. Results: community: 3,570 registered users, 280 discussion groups, 600 photo albums, 1,300 videos. Closing event: audience of 7,500 people. The project achieved all its initial goals: to foster a sense of belonging to the company, stimulate relationships between staff, facilitate dialogue with management.

[ DATA SHEET] Country: Italy Organiser: Sinergie Client: Mediamarket (Media World and Saturn) Date: January - December (online community); October 2nd (celebratory event), 2011 Target: All 7,500 staff of Media World and Saturn chains (over 110 stores) Location: two pavilions at the Rho Fiera Milano fairgrounds Budget: up â‚Ź 1,000,000 to â‚Ź 5,000,000

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European Events Annual 2012  

The European Events Annual is a publishing showcase for all the enrolled projects by agencies and companies in the European Best Event Award...