Media

For the 2023/2024 school year, numerous initiatives aimed at teachers, students and families have been organised. All conceived by Focus, Focus Scuola, Focus Junior and Focus Wild, the brand leaders in publishing in Italy for the Mondadori Group, which, once again this year, are confirmed as promoters of innovative educational proposals for the school world.

With the start of the school year, the Focus Scuola website will, as always, be available to teachers with news, insights and useful tips to make their lessons more engaging and inclusive.

The Focus Scuola Newsletter, curated by the editorial staff of Focus Junior in collaboration with a team of specialised, professional journalists, is back. The Newsletter, which has more than 20,000 Italian teachers already subscribed to it, is aimed at primary and secondary school teachers. The main goal is to provide ideas and playful and innovative proposals to get the students more involved during lessons. Each week Focus Scuola Newsletter offers topical insights for lectures and group work, ideas for science labs, STEAM worksheets to make science a more exciting subject, in-depth features explained in a simple way to explain complicated topics, and features on innovative teaching methods and classroom management thanks to advice from top experts. In addition to being able to preview all Focus initiatives for the school world, teachers will also have the opportunity to share class projects with the entire registered teacher community.

Here is the link to subscribe to the Newsletter.

Starting in October, the Academies by Focus Junior, Focus and Focus Storia which, every year, involve hundreds of classes and thousands of students, will resume.
Focus Junior’s Journalism Academy, aimed at young people in primary and secondary schools and in which more than 500 classes and over 10,000 students took part last year, includes a three lessons course dedicated to media and environmental education. The first two events explain how to create a magazine, how to write an article, and how to recognise fake news in a simple and fun way, while the third deals with climate change and ecological transition. The goal of the Focus Junior Academy is to encourage critical thinking and inform the youngsters on two topics that are crucial today in order to become informed citizens. The Academy is organised in collaboration with the Italian Committee for the Investigation of Claims of the Pseudosciences (Cicap) and the Euro-Mediterranean Center on Climate Change (Cmcc).

“Thanks to the Academies’ initiative the editorial staff of Focus Junior help schools and teachers throughout Italy to explain complex issues through engaging storytelling that captures the attention of the youngest learners,” said Sarah Pozzoli, Director of Focus Junior. “We journalists have the same goal as teachers: to raise future citizens who can think critically and adopt a more sustainable lifestyle”, she concluded.

The Academies of Focus and Focus Storia, aimed at students in secondary schools and in which more than 100 classes and over 2,500 students participated last year, involve a course of four events during which young people step into the shoes of actual editors for each issue, actively participate in source and image research, attend editorial meetings, and are involved in analysing the commissioned work and publishing content on the various social channels, where their proposals and ideas will be added and promoted.

Raffaele Leone, Director of Focus, thus reiterates the importance of establishing synergistic collaboration with schools: “The school world is doubly important to us: on the one hand because we feel that teachers and their educational mission are close to our hearts, and on the other hand because discovering a dialogue with the new generation, who increasingly keep themselves informed through additional tools and channels besides print media, is a strong motivation for us. We’re dealing with a positive two-way exchange: showing how to make a science magazine gets young people involved in the topics covered, in reading, in researching sources. Seeing how they draw on tools other than print prompts us to create formats and languages that are more suited to them. We can say that Focus is one of the most innovative tools on the market in terms of dissemination and multimedia, with its magazines, website, social media platforms, podcasts, Academies and live events that make the annual Focus Live a success,” concluded the Director.

Completing the Focus offer for schools for the 2023/2024 school year is a great new feature: the Focus School Camp, innovative educational projects aimed at all Italian schools on all levels, representing a revolutionary way of thinking about and experiencing educational trips. A comprehensive new proposal that starts with classroom training, moves through practice during camp, and ends with the development of a final digital project that will be presented in class and posted on the Focus School Camp digital bulletin board. The themes of the School Camp by Focus Junior, Focus Wild, Focus and Focus Storia are varied, and designed specifically to meet any educational needs of different school classes and age groups of students.

After the great success of two editions of the Focus Junior Summer Camp, the Focus School Camp is again collaborating with Sunnylife, the market-leading tour operator in the school trip and summer camp sector.

Finally, teachers will also be able to subscribe to the Focus brand magazines this year using their Carta del Docente and, from mid-October, the Bonus Scuola returns, allowing educational institutions to apply for a subsidy for subscriptions and magazines purchased during the school year by making a specific request to: sgc@mondadori.it.

The Wom, Mondadori Media’s 100% inclusive digital media brand, during Milano Beauty Week, expressed its two souls to the fullest, the value one and the “Beauty and Fashion” one, with the special #TheWOMderfulParty evening that involved the best beauty and fashion creators who are part of The Wom Squad and Power Talent Agency.

Special guest: Luigi Strangis. Singer, songwriter and multi-instrumentalist winner of the penultimate edition of Amici and a prominent personality in the younger musical scene, who performed in an evocative performance in which he alternated guitar, piano and vocal pieces.

The Wom’s exclusive event took place in the beautiful I Mirador terraces of the 21 House of Stories Navigli, open for the first time for a private party and embellished for the occasion by a glitter station with dedicated make-up artists and glamorous fittings.

A brand that continues to grow

The event was an opportunity to toast the success of the brand, which has reached 8 million total social followers mainly on the channels of choice of the Generation Z and Millennials target audience, Instagram and Tik Tok, and 9 million on the web (Audiweb, TDA average May-July 2023), but above all an increasingly active and participating community, with 5 million interactions in the last month (Source: Comscore, Shareablee), positioning itself as a leader in the under-35 female segment.

In addition, The Wom turns out to be the first brand also in terms of “intention to buy” for Generation Z (18-24), as revealed by a recent survey conducted in collaboration with Doxa – BVA and Hubits.100% of respondents in this age group said that they fully trust The Wom for purchasing advice in the beauty industry. The research showed that on average 3 products are purchased by each brand follower.

Daniela Cerrato, Digital Marketing Director of Mondadori Media, said: “It was exciting for us to celebrate, in this unique location, our milestones with the creators who have been following us forever and our special guests with whom we work in synergy. The extraordinary results obtained are the product of an editorial formula that places us on the same level of our audience, always listening to gather their instances and offer a point of view aligned with the values and orientations of this generation, promoting the invitation to express oneself without labels. And after the social and web election channels, where we aggregate our community, we are also going to extend our journey with events on the ground”.

The Wom is also an important reference point for brands, counting more than100 projects carried out in the past year with partner companies from the fashion and beauty sectors, as well as the travel, wellness and tech worlds. The content developed with partners is authentic and tailor-made storytelling, designed and created by the editorial team together with the creators of The Wom Squad and Power Talent Agency in collaboration with Mediamond/Brand On Solutions and able to balance the needs of brands with the expectations of users and actively engage the community.

Mypersonaltrainer Days, the event sponsored by the City of Milan dedicated to fitness, wellness and sports, organised by Mypersonaltrainer, a Mondadori Group brand leader in health and wellness, which was attended by over 10,000 visitors in only two days, has once again proven to be a great success.

A weekend with 500 free events, from the most innovative open-air workouts to talks to medical consultations, more than 50 guests and 20 partners, in an area of more than 1,500 square metres in the heart of Milan. 

The MYPT Urban Walk, the charity sports walk to benefit the Fondazione Italiana Diabete (Italian Diabetes Foundation) – with 1,500 registered participants – was met with praise, as well as the medical consultations done in collaboration with the Centro Diagnostico Italiano (Italian Diagnostic Center), which were sold out in only a few hours.

The local event has enabled the brand to strengthen and expand its offerings, where it already reaches 13 million unique users each month and over 3 million followers on social media.

On Saturday 16 and Sunday 17 September the stage of the Mypersonaltrainer Days at the Dazio di Levante of the Arco della Pace in Milan was used for talks with major personalities and athletes who talked about the importance of sport and physical exercise for a healthy, balanced life. Guests included former soccer player Claudio Marchisio and Mattia Zenzola, the dancer who won Amici 22, psychiatrist and psychotherapist Raffaele Morelli, volleyball champion Cristina Chirichella, Nicola Macchione, andrologist and urologist, author and coach Daniele Di Benedetti and Sara Farnetti, an internal medicine specialist.

All the workout classes at the foot of the Arco della Pace were packed, and the most popular were Wake Up Yoga classes with Yoga Essential, the Super Jump and Fluid Silent Fitness classes with Jill Cooper, and Train with a Smile by Nicolò Famiglietti (of Power Talent Agency). There was major turnout on the sports fields, especially for Pickleball, Acrovolley, and Freeclimbing. 

The results of the initiative

The great public success was combined with the excellent results that Mypersonaltrainer Days recorded on social media, with more than 10 million people reached on the Facebook and Instagram pages, thanks also to the involvement of top fitfluencers.

These numbers are the result of stories, posts, articles and interviews exclusively prepared by Mypersonaltrainer’s editorial, social and filming team being shared. It was a winning formula that contributed to yet another great result: a media impact of more than 40 million contacts, thanks to talking about the event on all of the brand’s touchpoints, an advertising campaign planned for the social networks, the website, press and radio, DOOH, plus spontaneous, high-impact media coverage.

The campaign, that aimed for participation, was very effective, thanks to strategic digital advertising carried out with conversational marketing by Hej! and proximity marketing by AdKaora.

Event partners  

Mypersonaltrainer Days is an event created by Mondadori Media in collaboration with Mediamond and Brand On Solutions, a unit dedicated to the special initiatives of the Mediamond retailer, thanks as well to the support of the 20 partners who championed the initiative. In terms of publicity, the event recorded 100 per cent growth from the 2022 edition.

The following businesses in the wellness, sports and lifestyle industry had the opportunity to meet the public in customised experiential corners to promote a new and broader concept of well-being and health: Zambon, DR Automobiles, Yovis Rigenera, Centro Diagnostico Italiano, Clearcorrect (Straumann Group), Curaprox, Danacol, Croazia con la regione del Quarnaro, Kellogg’s, Pedigree, Natù Rigoni di Asiago, Scholl, Bonomelli, Lete, MCFit and Yogaessential.

During Mypersonaltrainer Days the public was able to try their hand at test drives, exciting and fun games, and consulted with experts in behavioural disorders for companion animals, particularly dogs.

The Mondadori Group supported the initiative with talks by authors from its publishing houses and book signings in a dedicated corner of Mondadori Retail.

Initiative media partners: Radio R101 with speaker Chiara Tortorella.

The set-up and logistics were taken care of by the agency Area62.The Mypersonaltrainer Days project received the support of the City of Milan, which sponsored the event, participating in the opening moderated by Monica Bertini of Sport Mediaset with Emmanuel Conte, Counsellor of the Budget and Real estate Heritage, Rosanna Volpe, the President of the BoD of MilanoSport and Nicola Zeni, President of the Fondazione Italiana Diabete.

Giallozafferano, the most followed food media brand in Italy, and ALMA –La Scuola Internazionale di Cucina Italiana (The International School of Italian Cuisine) for culinary higher education – cement their partnership with an important contest aimed at discovering new talents in the world of chefs, capable of communicating cuisine in innovative ways.

Yesterday, at the ALMA headquarters in the Reggia di Colorno (PR), the first edition of the “Diventa Food Creator” competition aimed at graduates and students of ALMA ended. The chefs who took part in the initiative challenged each other by making a video reel where they prepared one of their recipes, inspired by Italian tradition, and a picture of the dish, one that could promote it from a social media perspective.

Andrea Santagata, Managing Director of Mondadori Media Area Digital and Polo MarTech said: “We are excited to support and promote young Italian culinary talent in partnership with ALMA. Giallozafferano brings together the best food creators in the Italian digital scene and is always looking for new talents who can integrate tradition and innovation, both in cooking and in the way they communicate it”.

From the many applications received, 10 finalists – who starred with their day’s dishes in ALMA – were selected for their ability to interpret contemporary cuisine in an original way and to engage the audience through the reels they made.

The finalists were evaluated by the jury, which was made up of representatives from ALMA and Giallozafferano, including renowned food creators Daniele Rossi and Lulù Gargari. The judges evaluated not only the culinary aspects of the recipes, but also the communication potential of the young chefs participating.

Jacopo Lanci and Elena Zeng were proclaimed joint winners of the first edition of “Diventa Food Creator”. Jacopo Lanci, a talented ALMA graduate, took first place with his dish “Filetto alla Rossini”, awarded for being able to create a great classic by presenting it with a modern twist. Meanwhile, Elena Zeng, another talented ALMA graduate, won first place thanks to her dish “Bao alla Norma”, and for her extraordinary ability in combining Asian influences and Italian tradition, pairing the two while also being entertaining.

The winners get the opportunity to collaborate with Giallozafferano to create a series of videos for the brand’s social media, with the chance of reaching the community’s audience that boasts more than 20,000,000 followers.

The General Manager of ALMA Andrea Sinigaglia said: “Thanks to the collaboration with Giallozafferano we offered our students the opportunity to participate in this challenge, where communicating the profession digitally is at the heart of the competition. ALMA explores new languages of communication without ever forgetting the professionalism that distinguishes every hospitality expert. We believe that, in an increasingly relevant and ever-expanding digital context, the content created by our school’s students can communicate technical skills and bring attention to subjects in contemporary language, while respecting the great tradition of Italian cuisine”.

From Tuesday 19 September, the new season of Casa Chi Grande Fratello, the special edition of Chi Magazine social media format, will kick off. It chronicles the dynamics and behind-the-scenes of the reality TV show hosted by Alfonso Signorini.

Casa Chi Grande Fratello is the video talk dedicated to the Mediaset format with commentary on live TV broadcasts, behind-the-scenes features, trivia, backstage and interviews with pundits, contestants and former participants. After the great success of the last edition, the Casa Chi team has been confirmed in full: Sophie Codegoni will be at the helm along with the proven duo of journalists from the Chi editorial staff, Azzurra Della Penna and Valerio Palmieri, with Maurizio Poletti directing and Claudia Cerea coordinating the organisation.

Video talks will be aired on Chi’s Instagram profile (@chimagazine): 2 episodes per week with exclusive guests to transport readers and digital users into the heart of the reality show. A successful formula that has made Casa Chi a must-see event for fans and allowed it to maintain exceptional growth rates: last year, the special edition of Grande Fratello totalled an impressive 36 million video views on social media (+140% compared to the 2022 audience), and that’s not counting reach and video views of all additional content (posts, stories, clips and trivia from backstage).

Casa Chi is curated by Massimo Borgnis, the director in charge of Chi: “Casa Chi has proven to be not only one of the most innovative formats on Instagram in recent years, but also one of the most successful. Now the time has come to expand its formula to other companies involved in the world of Chi. So this year our followers can expect lots of news and guests from not only the world of television, but also music and film. In short, an exclusive, immersive window into the world of entertainment, in the tradition of Chi”.

Casa Chi Vox Populi, hosted by Gilberto Savini in many Italian squares, accompanied by artists and social media talents to interview and collect opinions from the public, was also confirmed.

After the great success of the first edition – which saw the participation of over 5,000 visitors and the involvement of over 20 brand sponsors – the highly anticipated Mypersonaltrainer Days event returns with numerous free activities open to the public for all wellness, fitness and sport lovers.  The event will cover the whole Piazza Sempione on Saturday 16 and Sunday 17 September 2023.

“Mypersonaltrainer has been particularly successful in transitioning from the digital sphere to events in the country. To cement the development and growth of the project, this edition of Mypersonaltrainer Days will be even better and more engaging than last year, both in terms of activities, which are innovative and fun, and because of the much larger space that we’ll be using to host the event”, said Daniela Cerrato, Mondadori Media’s Digital Marketing Director. “We’ll engage our followers throughout the Piazza dell’Arco della Pace and in Sempione Park – city’s green heart – with activities and experiences. We’ll offer fit lovers many new workouts, bringing this weekend dedicated to comprehensive health and well-being to life”.

The initiative this year comes with a new name: Wellness Recharge. A real recharging hub for body and mind where you can experience four fundamental areas for well-being: Wellness and Health, with personalised medical consultations and dedicated conferences and talks with health professionals; Food and Nutrition, with free tips and advice; Fitness, with sports activities and encounters with great champions and players. In the fourth area, Happiness, the experience-based corners for those brands engaged in the search for well-being will be front and centre, where they’ll present innovations, products and services dedicated to a balanced and active life that will involve participants in activities and tests.

The events dedicated to fitness will see the participation of sports talents and fitfluencers to try sports like Animal Flow, Mobility or trendy activities that are increasingly becoming popular, like Silent Fitness. All this will take place in the splendid setting of Sempione Park: it’ll truly take over the famous square and the Dazio di Levante with innovative and engaging activities like Free Climbing, AcroVolley and Pickleball, a mixture of tennis, paddleball, badminton and ping pong. They’re amazing activities, which promise real fun for participants and spectators. The Mypersonaltrainer Urban Walk will take place also in this edition, which will be even more exciting and inclusive: a 5 km non-competitive walk where everyone can really participate, even pets.

Mypersonaltrainer will work together with Mediamond and its Brand On Solutions structure, dedicated to special initiatives, to propose original and engaging projects to the market and individual brands for all interested partners.

For the Mypersonaltrainer Days event, an advertising campaign was carried out in several forms of media: newspapers, notices on the DOOH circuit, radio, magazine and the digital side of the Mondadori Group. All the parts that will make up the event – from the teaser stage to the non-stop coverage in the two days, finishing with a follow-up dedicated to the most significant and exciting moments of the two days of events – were described in detail on Mypersonaltrainer’s different social media and web profiles, including its activities and the partners involved.
Media partners: Sport Mediaset and Radio R101.

Mypersonaltrainer is the leading brand in the world of health, wellness and healthy eating and sports, with 13.5 million unique monthly users (source: Audiweb April 2023) and over 3 million followers on social media platforms (source: Shareablee and Insight June 2023). With its rich production of content, made by the best experts in the field on the web and on social media, it has established itself as an essential key standard for professionals and for all Italians interested in taking care of themselves.

There was great success for Al Chiaro di Luna, the first, exclusive Charity Dinner organised by Chi, Italy’s most read “people” magazine. The dinner was held yesterday at the Grand Hotel Rimini to support the populations affected by the flood in Emilia-Romagna.

The Gala Dinner – which saw the participation of more than two hundred selected guests, including associations like Assolombarda and Federalberghi, Emilia-Romagna region institutions, Visit Romagna, Apt Servizi, companies including Orogel, and celebrities – was the event celebrating the “Insieme aiutiamo l’Emilia Romagna (Let’s Help Emilia-Romagna Together)” fundraiser launched by Mondadori Media, with Banca Mediolanum, in May for the populations affected by this tragedy. Fundraising will continue until 10 July. Proof of Italians’ good heart has once again been evidenced by a total donation that today exceeded 150,000 euros. This will be donated to specific reconstruction projects in the Emilia-Romagna region.

Many guests from the world of entertainment and business arrived at the Grand Hotel Rimini and were welcomed by the hosts: Chi‘s director, Massimo Borgnis; the managing editor, Alfonso Signorini; the CEO of Mondadori Media, Carlo Mandelli; and the owner of the Grand Hotel Rimini, Paola Batani. With them was TV Sorrisi e Canzoni‘s director, Aldo Vitali, and many other directors from Mondadori Media and Mediaset. Many business leaders and figures from the world of entertainment responded to Chi‘s charity appeal. The guests included: Milly Carlucci, Paola Barale, Simona Ventura, Giulia Salemi, Pierpaolo Pretelli, Elenoire Casalegno, Samantha de Grenet. Orietta Berti, Fabio Rovazzi, Achille Lauro, Sophie Codegoni, Alessandro Basciano, Alberto De Pisis, Elisabetta Gregoraci, and Ginevra Lamborghini also attended. Among the journalists were Alessandro Sallusti, Giorgia Venturini and Pierluigi Pardo and many others.

After the blue carpet, where all Chi‘s guests paraded, and the welcome cocktail, in the garden of the Grand Hotel, the evening continued with the charity dinner on the terrace. For the Chi fundraiser, Orietta Berti performed, singing the 2023 summer hit, La Discoteca Italiana, Mille e Luna Piena, while Alfonso Signorini played Chiaro di Luna by Beethoven, Romeo and Juliet by Nino Rota and Prelude, Op. 28, No. 4 by Chopin on the piano.

Chi‘s 2023 summer event then continued with the exclusive beach party on the beach of the Grand Hotel Rimini, with spectacles set up by sponsors, including experiences and games, like the VIP challenge with table football and music. After the live performance by Achille Lauro, the party continued with Claudio Cecchetto’s grand return to the deck.

The sponsors who helped make the success of this great event possible were: Eurotarget, Givova, Layla Cosmetics, Profumiamo Profumiamo. There were numerous partners, including: Antica Distilleria Petrone, Gruppo Deles, Orogel, Piemme, Profumiamo and Visit Romagna.

The best moments from the event were published on Chi‘s Instagram account and the brand’s more than 740,000 users were able to follow the whole evening live minute-to-minute (@chimagazineit; #alCHIarodiluna).

In the issue of the magazine, which will be on newsstands from Wednesday 5 July, readers will be able to read the full report about this special event.

Studenti, the Mondadori Group’s standard-setting community for Gen Z at school has recorded some extraordinary numbers on the website, for the 2023 Italian high school diploma exams, with a total of 5 million sessions (source: Google Analytics), whilst on social media particularly on TikTok where the brand’s special videos for the exam recorded 13 million video views, up 300% compared to 2022 (source: Iconosquare).

This success has been achieved thanks to important new products: the Studenti.it website has been refreshed with a new logo and a new look  alongside a host of improvements to more efficiently use the huge amount of resources available online from social media and mobile devices. School leavers could access the thousands of resources available and more easily combine the content with searches for more detailed information, summaries, concept maps and even podcasts, available on all of the major audio platforms (Spotify, Apple Podcasts, Google Podcasts, Spreaker) and video lessons on the StudentiTV channel on YouTube.

In addition, according to tradition, news about the exam was covered in real time during the days on which the first two written tests were held (June 21-22) through a real live broadcast.

EDUTAINMENT PROTAGONIST ON SOCIALS

For the 2023 Italian high school diploma exams, Studenti played a key role on Gen Z’s favourite social networks: TikTok, for last-minute tips and revision, and Telegram, with a dedicated channel “Maturità 2023” (High school diploma exams 2023) designed to provide real-time support. Studenti has remained true to its purpose of providing support for study, focusing the TikTok channel videos on Edutainment, highlighting its leadership role with the hashtag #imparacontiktok and using fresh, easy-to-understand language.

Resources on TikTok focused on the most interesting topics for the school leavers’ exam and revision. A host of themed videos were produced in collaboration with edu-creators who are already linked to the brand, such as the communicator @scienzaedintorni, ambassador @emanuele_bosi, study coach @letismind, English teacher @antonioparlati and some new entries such as @scescience, the Physics student who engages girls in STEM subjects and @emmalaprofditaliano who shares rules and curiosities about Italian language. The young creators from Studenti want their videos and messages to be genuinely helpful and to be role models and reference points for teenagers too.

COLLABORATION WITH McDONALD’S

For the 2023 high school diploma exams, Studenti entered into a prestigious partnership with McDonald’s, which chose the special project “Road to the exams, good luck to all high school leavers” from the branded content solutions put forward. As the school exams coincided with the launch of #Summerdays from McDonald’s – from 5 to 30 June, with a special offer daily on the app – 5 creators from Studenti designed and produced TikTok videos with useful tips for the final days of exam preparation: “Three tips for the Italian exam”, “The importance of taking a break from studying”, “Avoid these mistakes when preparing for the high school diploma exams”, “The 3 most incredible mistakes in the history of the Italian high school final exam”, and “How to revise when time is tight”. At the end of each video, the creators provided followers with one more piece of advice: relax with a break at McDonald’s, enjoying the app offer of the day. The project was developed in cooperation with Fuse, the specialist branded entertainment unit of the OMG Group.

BACK-TO-SCHOOL TIME

Studenti’s  commitment to supporting its young users and followers does not end with the Italian high school diploma exams but continues throughout the summer with news on the new procedures for the medicine test, post-diploma guidance, and content to help cope with holiday homework.

Branded Content proposals also continue: for  Back To School Studenti, in collaboration with Brand On, a project division of Mediamond, offers innovative and high-engagement partnership formats for the market, with a focus on good intentions for the return to school to engage students, families and professors with issues that also play an increasingly important role as school. These issues will be examined and explained by Studentithrough online surveys, articles, in-depth videos, and with the involvement of edu-creators on TikTok. They will target partners interested in aligning with values that are increasingly at the forefront of GenZ’s priorities such as inclusion, environmental sustainability, mental health, and rapid access to the world of work.

The Wom, Mondadori Media’s 100% inclusive digital brand that speaks to young millennials and Generation Z, has won the Diversity Media Awards 2023 for the “Best Web Article”.

The eighth edition of the “Inclusion Oscars”, organised by the non-profit “Fondazione Diversity”, awarded the characters and media content that have contributed to an inclusive representation that highlights people by gender and gender identity, sexual and affective orientation, ethnicity, age, disability and physical appearance.

These are issues close to the heart of The Wom’s mission, which has become a touchstone for the younger generation on the Internet and on social media for the ability to combat prejudices and stereotypes with levity and empathy and highlight the uniqueness of every individual.

The Wom has set itself apart in the “Best Web Article” category – as part of the media awards – because of “‘No Data’: the investigation denouncing the lack of data on Italian Law 194”, written by contributor Francesca Polizzi.

“We are proud to receive this award: it’s an important recognition for the work done by The Wom team, just over a year after its debut on social media and the Internet. We make a daily commitment that comes from the need to make room for issues like equal rights, diversity and inclusion”, said Daniela Cerrato, Digital Marketing Director at Mondadori Media. “Our first mission is to raise awareness and we do it using a language that goes beyond any label, to get closer and closer to what our future represents, namely the new generations”, concluded Cerrato.  

That value, promoting an inclusive culture, is at the heart of the entire Mondadori Group’s commitment.

“As Mondadori Group we’re particularly proud of this major achievement from The Wom. It’s a privilege and a continuous source of enthusiasm for all of us to be able to contribute to the creation of a more inclusive, attentive and future-oriented society and world of work”, said Francesca Rigolio, Chief Diversity Officer of the Mondadori Group and Head of Human Resources in the Books Department.

The Wom is the new all-digital, social first media brand dedicated to Millenials and Generation Z, who consider uniqueness a strength and a value that enriches themselves and others. The Wom is the touchstone for the younger generation on TikTok and Instagram, with a total fanbase of 5 million followers (Shareablee + social insights May 2023) and 9 million unique users on the Internet (Audiweb April 2023)

AdKaora, the Mondadori Group’s digital agency specialising in user-centric mobile advertising and proximity marketing, and Savi, a marketing technology company specialising in the management of discount voucher-based shopper activation services, form an exclusive partnership that aims to promote the use of digital coupons at the main retail brands.

It’s a project that aims to offer customers a new level of proximity marketing able to influence the shopper journey through mobile couponing. More than 40% of Italian families are dedicated to looking for discounts and offers, and almost 60% of them carefully evaluate prices and quantities of the products they intend to buy (Iri Fmcg Demand Signals, October 2022).

This is a buying habit that, according to research by Savi, has grown by 25%, compared to 2021, and which today represents 10.5% of total cash transactions.

The integration between AdKaora’s advanced proximity marketing suite and Savi’s shopping activation technology therefore makes it possible to enhance brands’ marketing strategies, encouraging brand awareness, consideration and conversion thanks to the involvement of different media channels: from standard display formats and rich media created ad hoc by AdKaora Creative Studio, to push notifications, through Stocard formats and social planning carried out together with Hej!.

These tools are combined with drive to store objectives, as well as product launches, loyalty, customer acquisition and sales increases, allowing us not only to engage the user in the points of interest involved in the campaign, but also to collect important insights for brands thanks to footfall and post-campaign analysis.

Andrea Zermian, Savi’s Sales and Marketing Director: “Until today, media strategies often stopped ‘outside the store’, failing to follow the customer until in converted into a transaction at the checkout. Today, thanks to the partnership with AdKaora, the loop of a promotional initiative closes with the purchasing act being measured promptly. The transaction, that uses digital coupons and that is done in a fully automated manner through the retailer’s checkout, allows you to follow the shopper through their journey, starting thanks to online media and ending with the transaction in the physical point of sale. So, ultimately, it’s a fully measurable, omnichannel end-to-end experience. Now, thanks to this new collaboration, we’ll also be able to influence customer purchasing behaviour in the ‘moment of truth’, i.e. when they’re inside the store and are shopping”.

Davide Tran, CEO of AdKaora: “The partnership with Savi allows us not only to enhance our advanced proximity marketing offering with an additional user engagement channel, but also to improve their shopping experience, getting close to what’s called the ‘last mile’ in a targeted manner. Savi’s digitalisation of the coupon was what many customers wanted and having an exclusive partnership with this solution allows us to be a unique player on the market. In fact, sending the coupon directly greatly affects the purchase behaviour since the user is more encouraged to use the discount they receive on a certain product in the next few days by going to the points of sale. So there’s an opportunity for brands to achieve very specific communication objectives, which at the same time strengthens the drive to store”.

How digital coupons work
The promotion is created digitally on the Savi platform and is distributed through AdKaora channels. It can be used exclusively in a paperless form, which helps both the user experience and managing accepting the coupons at the point of sale.

The CouponLink page, a web page delivered to the consumer with a unique URL, hosts multiple discount coupons, but using them at the checkout only requires that a single “box” barcode located at the top of the page be used. This way the coupons are used favours security and generates useful insights in real time, promoting a seamless experience for the shopper, without requiring them to subscribe to or download any mobile apps.