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Telecom Italia was awarded the Best Integrated Communication Prize at the NC Awards 2014

05/19/2014 - 01:00 PM

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"Comunicare, connettersi, vivere"  (“Communicate, connect, live”) received First Prize for Holistic Communication and three awards for Qualitative Excellence: the first prize for Best Execution and for Media Strategy, the second prize for Best Insight; the third prize for Best Consumer Engagement

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On 31 March 2013 the new institutional advertising campaign "Comunicare, connettersi, vivere" (communicate, connect, live) kicked off. This extensive integrated communication project has won major awards at the Milan NC Awards. 

The first project step, on television, featured the Martin Luther King “I have a dream” speech video, proposed in a novel and contemporary way, thanks to the possibilities offered by the new forms of communication. Telecom Italia imagines that this speech, delivered at the Lincoln Memorial, is the fruit of a collective effort made by a multitude of people who believe in the same dream, disseminate it and share it. So the film offers a change of prospective: it is the people who speak, saying “We have a dream”, to Martin Luther King.

The #iovivoconnesso multiplatform, is connected to this video. It is hosted in a dedicated area of the telecomitalia.com website and it is part of Telecom Italia's programme to build a digital Italy. The online project hosts a series of video testimonials collected from people who work in the company and who talk about the ways in which they contribute to grow a digital Italy through their daily commitment.

The #iovivoconnesso project was also enriched through the Telecom Italia social channels, where everyone could actively participate in the conversation about the meanings that can be assumed by the expression #iovivoconnesso, a strong and emblematic aspect of life in a digital age.

Last but not least was social writing: launched in October 2013 in collaboration with the Holden School, the #wehaveadream project calls for a collective new edition, via tweet, of Martin Luther King's speech. The project ended in December and all the stories have been published, while a selection of them has been included in a digital collection which may be consulted on the dedicated website (in Italian).

Execution quality and media strategy, integrated vision on communication, contents and engagement capability are the aspects that have been awarded at the NC Awards 2014.  il video sul discorso di Martin Luther King “I have a dream” proposto in una prospettiva inedita e contemporanea grazie alle possibilità offerte dalle nuove forme di comunicazione. Telecom Italia immagina che quel discorso, tenuto al Lincoln Memorial, sia frutto di un’elaborazione collettiva generata da una moltitudine di persone che crede nello stesso sogno, lo diffonde e lo condivide. Il film propone, quindi, un cambio di prospettiva: è la gente a rivolgersi a Martin Luther King sostenendo “We have a dream”.