The business activity of Domenico Giovannini started in Rome in 1990 with the opening of the first store in Saint Peter area. Alice Pizza has become one of the most important brands in the market segment of pizza by the slice in Italy, thanks to his project of "artisan franchising" that focuses on elements such as the high quality of the ingredients, sales points environments with refined details and elegant furnishings, the importance of staff and teamwork and the customer satisfaction.
The challenge in the Alice Pizza project has been to merge the client's needs in a time of change, since simultaneously with the launch of the new website was running a strong offline campaign realized by the Armando Testa agency (on trams, buses and outdoor in Rome), as the requirements resulting from a optimal web presence (well designed, responsive, social integration).
With this premises Alice Pizza chose IQUII with the aim to get a strong website redesign and to have a strategic support in terms of social communication.
Approach
A first phase of client’s needs listening was fundamental to understand the requirements and the style to be adopted regarding the website redesign.
The first tuning steps about the design have allowed us to understand the real desideratum, reached with the second proposal of style.
After the website redesign, we started the collaboration for the social media management of the Alice Pizza official accounts. This approach has led the client to properly communicate new sales points openings, communicating all the events information, and to show the full list of sales points in Italy. On Facebook, Twitter and Instagram the tone of voice has followed the style launched with the new website, which in turn took its cue from the offline campaign, to give a continuum to all the people who came into contact with the brand in different touchpoints.
Execution
The first steps focused on the website, which saw an early online version simultaneously with the launch of the offline campaign. This first version included basic information about the brand as the list of sales points, the "Work with us" section and the contact forms for the opening of a franchising.
This allowed us to win the first challenge of "time critical" project, because of the short time available before the offline campaign launch.
Then the website was completed and integrated in its sections with the inclusion of the history and values, information about the pizza and the academy, a social wall and the English version.
Surely the website redesign focused on simplicity, "lightness" and a clear information structure in a very colorful environment.
The new responsive website is integrated with the official accounts of Facebook, Twitter and Instagram and shows the Social Wall section that allows all users to see how the staff at Alice Pizza cares the properties on social networks.
Our collaboration for a phase has also been extended to the social management, with a strategic social media plan that also saw the publication of graphic dedicated to new openings and Christmas holidays.
Result
The new website is definitely a novelty for us in terms of client and of graphic style chosen to meet the client needs.
The redesign marked a boundary for Alice Pizza that brought the brand to have an integrated communication across all online and offline channels.
Today the Alice Pizza project consists of a new responsive website that allows all users to live the innovative and immersive brand experience and at the same time conveys the right way its strong values, unchanged in time and that the brand is exporting not only in the Italian regions but throughout the world, with the forthcoming openings of new sales points in Dubai, London and Philadelphia.
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