ITALY – Mediamarket chooses Sinergie for a transversal communication and celebration project.

SinergieCopertina.jpgMilan, October 2011 – To celebrate its twenty years in Italy, Mediamarket, leader in the field of retail with chains such as Media World and Saturn, chose Sinergie to develop an elaborate communication project which will end with a truly unique party. The project, which was launched in January 2011, involved right from the beginning employees from all over Italy through an innovative online community: is a company social network studied and developed to put at the centre all the companies’ employees and interns, the real protagonists of this important anniversary, involving them in fun and training activities.

Nine months have been enough for this social network to take off, prevail and to witness a constantly growing number of memberships. Born to connect the employees in a logic of friendship and exchange of ideas, immediately became the virtual place to set up appointments to chat, discover different realities of the company, exchange opinions and information.

Thanks to a busy schedule of events and activities, more than 7.500 employees have had the opportunity to break down natural bias against corporate communication tools, taking advantage of the countless occasions to discuss and debate. In a relaxed atmosphere, created through the simple language suited for social contexts, the employees have tested themselves, for instance, with entertaining tests on their knowledge of technology; they were challenged by a game of geolocation of all the points of sale in Italy; they posted thoughts and moods as well as numerous photos of the puppet character Mark, the community’s guide. 


In addition to the evening-long chats of “The night buidling” – spontaneous group created by users who meet in the evening on the community’s chat – is also a very important tool for exchange between employees and top management: the schedule, indeed, includes constant live meetings during which the managers of Mediamarket interact with the users on particular themes, in view of a real brainstorming among pairs. The online community is only one of the aspects of this important anniversary. Mediamarket, indeed, asked Sinergie to create a truly unique celebration event. Held on October 2 in two pavilions of Rho Fiera Milano, the organization of the event involved countless technical, logistic and artistic resources: 200 people in the technical staff, 150 for catering services, 120 coaches and numerous train and plain transfers, 3.000 square meters of multi-level stage for an evening that entertained guests from 6pm to midnight.


The videos, prepared by the community and live footage of the evening, were projected onto 400 meters of LED carpet. La Pina and Diego, from Radio Deejay, welcomed the guests with an opening show; acrobats and dancers then opened the evening with a suggestive performance that occupied the whole stage on which were mounted trampolines and suspended trapezes to create an even greater impact. The presenting was entrusted to a nice duo composed by Geppi Cucciari and Francesco Facchinetti who, with ironic tones, coordinated on stage the speeches by top managers and the moments of celebration and awards. The evening continued with a concert by Elio e le storie tese: an unexpected moment which made the whole audience sing and enjoy the Milanese band’s greatest hits. The evening ended with the wild dances of Papeete, a really exciting team of DJs and dancers.

The successful collaboration between Mediamarket and Sinergie gave life, therefore, to a truly unusual and exclusive transversal project.