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Brand Storytelling Forum

14th october 2014 - IULM University-Milan by Osservatorio Corporate Storytelling Pavia University and partnership of IULM Executive Master and Anthea Consulting

avatar Simo Pozzi
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The second edition starts in the afternoon and prof. Invernizzi, esecutive Master in RP IULM University, welcomes the public.

What's the corporate storytelling ? How can a brand tell a story and why?

Andrea Fontana, Storyfactory's co-founder and managing director, shows a video: Facebook 1914 -see it (https://www.youtube.com/watch?v=xKNtPKuiIsg). How you can tell the Museum of the Great War's Story? Through Lėon Vivien's Story ..."more than an Ad campaign a way to bring awareness to young generations".

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'New directions and new rights' -rights of the audience, that is listening to the stories.

The program of the 2nd edition is very interesting: international case studies and many italian ones. #BStory14 is the hashtag of the day. Let's start the Forum!

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To be a good storyteller you must engaging your audience, catching its attention. The rights of the audience are the K-words of the meeting.

Andrea Fontana takes us by the hand and shows us each right. 'To get Lost' , for example, because the story must take us elsewhere, generates a world.

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International case study of Coca Cola: give 'second life' to coke plastic bottles and reuse them in creative ways.

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ROM the American Takeover, a very consumer-engaging campaign that tested the patriotism of Romanians.

DixerXO a fascinating and impressive short movie to announce the aperture of their new restaurant

And now we are listening to different italian case studies of storytelling (B2C and B2B market).

FIAT: FiatSpa.com project

Dgt Media tells about Storytelling and newstelling -how a brand can tell the changement from FIAT to Fca in the corporate site.

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The k-words and values are: international, innovation and sustanibility. The storytelling elements are: Who-people, What-project and why-mission.

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Web series of common persons and their lives are an interesting case of digital storytelling.

FASTWEB: "Vision (R)Evolution" project

Changing company's vision is the goal. The question is: 'can you try to imagine Fastweb's future and tell it in a tweet?

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Roadshows all around the country and #visionmeeting help to changement and success.

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EMME DUE: "Le mirabolanti avventure di Edson Paz" project

PiElle Mediamix talks about the graphic novels of Edison Paz.

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A character, Edson Paz, and his adventures all around the world: an innovative storytelling for a B2B company that is an important windows manufacturer.

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ING DIRECT: "BIT BUM BAM" project

It's a project about education to help young generation to grow up with technology.

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A contest for young students to promote technology. Last edition Ing Direct presented a project for schools and families with young students : "Dal seme alla zucca" ("from seed to pumpkin"), project/contest working since 2008.

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SENZANI BREVETTI: "Proteggere la storia" project

It's a visual story to celebrate the 60th anniversary of the company (a packaging macchines producer). An interesting B2B case study to follow.

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In the site you can read the pay-off: 'machines with a soul' and the video shows a young girl, Aurora, and a little box.

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BARILLA: "cerca il biscotto zebrato" project

The last but not least case is presented by Mutado, creative studio that has worked on Barilla's Biscotto zebrato (zebrine cookie), which is a transmedia campain for Gocciole, a well-known cookie in the italian market.

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The Biscotto Zebrato is not a real cookie, but a paper one and it's hidden in the packet and the consumer has to find it out. It's a contest and the consumer who gets it can win Apple products.

And now a round table starts about new trends to tell a brand and its story with Marco Fadda (RU Assolombarda), Gaetano Grizzanti (Ceo and Brand Strategy Director Univisual), Michele Tesoro-Tess (Managing Director Italy & Middle East Reputation Institute), Giulio Xhaet (Co-Founder Made in Digital, Founder Professioni del Web, Digital Strategist) and Maurizio Goetz (Destination Manager of isola d'Elba).

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Emanuele Invernizzi and Andrea Fontana announce the winners: FASTWEB for the "Vision (R)evolution and a special prize to Mutado for Barilla project. Now we are waiting for the 3rd Forum and new case studies!

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