Today, Italian craftsmanship remains a treasure if it is complemented by new technologies, new forms of communication, and artificial intelligence. It is up to young people to hybridize tradition with the new.
For companies in the province of Vicenza that participated in Upskill Cariverona, the challenges were diverse and for sectors far apart, but in all the students involved were able to explore specific realities in a short time.
"I am flabbergasted," was the reaction of Jessica Arfa of La Prima Gioielli, who had issued a challenge to combat the phenomenon of counterfeit jewelry.
Students have shown an unsurprising commitment to embracing information from industries such aspublishing, coffee trading, or ceramic manufacturing that has led to the creation of very sophisticated prototypes.
The design solutions for the four companies in Vicenza
La Prima Gioielli - project manager Elena Masi with a team of students from Ca' Foscari University
"Verus" a physical seal equipped with NFC that allows the customer to view the provenance of the jewelry and be certain that it is authentic. A branding and launch strategy for the new "Verus" product and service was then devised, as well as a series of social content to raise awareness of the 'authenticity of the product and make the end consumer more aware of the issue.
Ronzani Editore - project manager Michele Tagliavini with a team of ITS Business Services students.
"Blooming Thoughts," a concept designed to expand the publishing house's offerings. Thoughts that bloom in different ways and in different places, starting from the spaces of the publishing house itself, where Ronzani Education will be promoted, a new series of workshops to let fans discover all the secrets of writing and typography. The thoughts that blossom, however, are also those of the customers, who, thanks to the reader's Eco-Kit, will be able to plant their thoughts in the true sense of the word through a compostable paper diary containing seeds. The user experience is enhanced in the Ronzani Living Room, a redesign of the interior space to allow readers to relax inside the publishing house. Those who cannot pass through Vicenza will still be able to count on "Publisher's Life," a social column to tell the behind-the-scenes story of publishing through the stories of the faces of Ronzani themselves.
Europa '93 - project manager Sofia Mizzan with a with a team of students from Ca' Foscari University
A new value proposition for the company, aimed at approaching new markets with a focus on B2B customers. The company will stand out not only for the passion and craftsmanship of its products, but also for accessibility and inclusiveness. The teens' proposal includes the ability to customize blends and packaging for private label products and offer multilingual content to approach international markets.
The prototypes include a landing page with an emotional and explanatory video about the company, from which people can learn about the company, customize their product, and identify the perfect blend for customers through a quick and intuitive quiz. All of this content is available in multiple languages thanks to artificial intelligence. Also included are examples of posts for LinkedIn, created and translated into different languages thanks to AI.
In addition, a new exhibition booth layout has been designed to attract B2B customers more effectively. Upon entering the booth, each visitor will be invited to complete the coffee quiz, allowing Europa 93 to collect emails for direct email marketing. Next, the visitor will be invited to taste the blend identified by the quiz and in a third step will have the opportunity to create their own private label blend, choosing from soft touch materials and the perfect mix of robusta and arabica for a personalized coffee.
Lineasette - project manager Michele Tagliavini with a team of ITS Business Services students.
Premium Line, four proposals to give greater brand recognition to the Lineasette brand. Starting with the Jungle Line, which aims to build the brand's image around the iconic collection of Lineasette pets, it continues with Seven Stories, a communication strategy based on seven videos that tell the story of product processing and the company's values. Also for communication, with a view to building loyalty, is the addition of the In-Line Community, a new touchpoint through which customers can share their Lineasette product within their home. The digital touchpoint is joined by a physical one, Angle 7, designed to bring and display the products on the tables of clubs and restaurants.
