/Projects /Pandistelle.it

Not just a web site - an integrated strategy designed for the digital era

Barilla's digital team asked Imille to create an integrated communication strategy that would provide a home for all of Pan di Stelle's friends.

In Pan di Stelle's new home, fans of Mulino's famous biscuits can now live the experience of the brand's predominant values – dreams and poetry – and share it with friends using both online and offline applications and tools.

The strategy starts on the Web, then extends offline and onto mobile platforms. Two essential points were taken into consideration in defining the project guidelines: on one hand, the knowledge that a Pan di Stelle fan community already exists and that they demonstrate their loyalty to the brand through blogs and social networks; on the other hand, the desire not to ask people to produce content, instead offering them the tools needed to enter into a relationship with the brand and reinterpret it according to their own ingenuity.

The website is the heart of the project. Public involvement is encouraged through various sections offering "pandistellosi" tools, downloadable icons, chat and blog themes, but also a set of paper toys to print out and assemble at home or at the office and an iPhone application. The "Stellario" section gathers together all of the "Pan di Stelle content" generated spontaneously by users and shared on the Web, providing ideas and trivia for visitors to the site, but also providing value to the contents of fans of the Pan di Stelle LoveMark.

The project's most innovative and astonishing idea is the "Poesie di Stelle" (Star Poetry) tool - an application that can be used to generate an infinite number of poems from a combination of symbols representing the brand's values. The "Poesie di Stelle" concept was also adopted for the digital advertising campaign and the same idea was used to create original customised packaging.