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.

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.