Our support in the Cortina 2021 brand storytelling started with a data driven approach. After an in-depth analysis of the collected data, the Strategy Team organised the entire storytelling process. An integration of online and offline activities, including the proprietary platforms and the Social Media accounts, has been carried out.
2019 – Over the first partnership year, all the users learned the values of Fondazione Cortina 2021 through the platform’s features. Fans got the opportunity to interact with the two event’s ambassadors, Sofia Goggia and Kristian Ghedina. Thanks to the two skiers, Cortina’s citizens and ski enthusiasts have been constantly in touch with the event. The Cortina 2021 brand based its identity on the dialogue with the users. At the end of the year, Corty, the brand’s official mascot, was introduced in the event’s narration. Corty became the storyteller of the #RoadToCortina2021.
2020 – At the beginning of the year, IQUII launched the App Cortina 2020 using interactive formats on Facebook, with Corty as main character. The content was a video animation that allowed the users to interact and decide which path Corty had to follow in order to visit the different sections of the official app. The same dynamics could be found in the Instagram Stories, where Corty engaged the users through a game. Here, the users had to protect the app, since a snowcat wanted to steal it from Corty.
Alongside the launch of the app, the strategy team gave its support in the development of ad strategies on Facebook and Google, planning campaigns and creating assets (both video and graphics) with the purpose of increasing the number of App downloads.
Between February and March, the team had to radically change its strategy because of the spread of the pandemic, which led to an event behind closed doors. Creativity shaped new ways of Engagement. As a consequence, the Strategy Unit carried on the storytelling activity. Corty allowed the team to get in touch with a younger audience: children. In fact, the team created the animation story of the Pied Piper, narrated by Corty within the “Casa Buonanotte” Project.
From a chronological point of view, the latest step has been made 100 days before the beginning of the event, when a teaser strategy (both organic and paid) has been put in place. This helped to generate hype around the Alpine World Ski Championships.