Source: youmark.it
The Turin company Lavazza entrusted ALL Communication agency with the design and development of an integrated communication plan, and the resulting project began on the streets of Naples, where teaser tastings were promoted using traditional “panari” baskets that dropped from the tall floors of buildings to the street to offer one of the most popular flavours of Lavazza brand.
The project continued with a signpost to the events and the most visited areas of Naples, so the visitors could enjoy the tradition of Naples’ café, served directly from an apecar, equipped as a mobile bar for the preparation of the iconic mocha.
Another part of the project was Casa Lavazza, an experience sharing site. An apartment in the heart of Naples, in San Gregorio Armenia, was equipped to create a place with a Neapolitan spirit, which will reveal to its guests how to socialize in Naples, with Crema e Gusto Ricco, prepared with the timeless mocha. Numerous events took place at this attractive location, ranging in theme from art, music, cinema, cuisine to sports.
Each gathering was promoted by a digital campaign involving a group of influencers, selected for their relevance to the topic, and their Naples origin.
Influencer marketing, conducted in collaboration with the FLU agency that specializes in this field, enabled the participation of exceptional guests who are able to embody the spirit of the Lavazza House and the whole project.
The winner of the Art Competition for Design and Architecture Students was also announced at Casa Lavazza. This project resulted with a work of art that expresses the link between Naples and coffee, and will be exhibited in the Fuorigrotta district. The winner was Hourglass Caffè project, by Toni Altomare of Istituto Superiore di Design.
