Open Fiber: La nostra strada
Nothing in recent years has separated Italians like the digital divide. Lack of access to the network has the power to pull people away from social, cultural and economic life. Open Fiber was born in late 2015 to respond to an important challenge: to create a fast internet network capable of covering all of Italy, including the most remote areas, in the era of digitization. Open Fiber’s mission: to bring ultra-broadband fiber optics to the entire country to give Italy a new speed and open up people’s access to the most advanced digital services. And its need was to get this message – exactly like its digitized network – to as many people as possible, with simple, fresh and immediate language. To communicate the present and future challenge, and to develop brand awareness.
To identify the cornerstones of Open Fiber around which to revolve the story, the Attribute Value Mapping methodology was used to derive the main drivers on which to structure the narrative: people and digitization.
Added to these is a third, more general one: the promotion of Italy’s future.
The starting point of the concept is simple: the road. Just as the road network has united the country in the past, Open Fiber unites and will unite all Italians. Digital roads shorten distances, bringing every part of Italy, from cities to the most isolated communities, into an era of possibility.
An unprecedented entrepreneurial mission.
A journey that starts from local and district economies, crosses large urban areas, overcomes the complex geography of the country and unites, at last, Italy. A true revolution that will have to create shared value. A vision, above all, to be pursued to build Our Road: la Nostra Strada.
Thus was born “La Nostra Strada,” an integrated communication project declined into an institutional campaign that for 12 months told the story of the implementation of Open Fiber’s corporate mission.
Starting from the narrative drivers and the concept, an articulated narrative ecosystem was designed and developed, consisting of videos, photographs, social cards, portraits and testimonials from people who have already experienced the benefits of fiber, mayors of local communities for whom broadband will open new possibilities, and Open Fiber staff committed on the ground to bring the country into a new era.
This is complemented by a logbook of Open Fiber staff working in the field, a feuilleton published on social media, and a series of journalistic articles on the ongoing digitization effort that tell how life has changed in Italy’s small towns thanks to fiber optics.
The core story of the campaign is presented in a poetic short film with a profound and evocative metaphorical component, shot in five different villages in central Italy imagined as a single community that becomes the paradigm of the rebirth of rural Italy.
The aesthetic and narrative coherence of the content of the ecosystem, in its different declinations, led the target audiences into an articulated universe that represented Open Fiber’s big enterprise, through distribution on different touchpoints: website, social channels, internal communication, personal branding channels.
Visit the official page on the Open Fiber website at this link.
An organic approach to communication
Our method is based on an integrated model that takes full advantage of new technologies and data analytics, enabling us to manage all phases of multi-channel and cross-media digital communication, meeting any storytelling needs for national and international brands, publishers, media companies and institutions.