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Business and digital: the Mattia Serafini Award 2024

The new edition rewards member companies of Unione Industriali Torino that have distinguished themselves for their digital communication projects

9 December 2024

4' min read

(Il Sole 24 Ore Radiocor) - Business growth and competitiveness also pass through the ability to act and communicate digitally. For this reason, the Union of Turin Industrialists, in collaboration with the Chemistry&Glass and Plastic Rubber Groups and the SIA Foundation, has awarded a prize for the best corporate digital communication, rewarding member companies that have distinguished themselves for their campaigns produced and published between November 2023 and October 2024. The award, named after the young convention centre official Mattia Serafini, who passed away prematurely in 2019, includes three different prizes awarded to companies from all product categories and sectors, divided in order of size (small/medium and large companies).

The winners

For the category 'Best campaign on environmental, social, economic sustainability' among small/medium enterprises, the winner was Armando Testa with its "More Than Us" campaign. It is the Lavazza 2024 Calendar, a project "that has at its centre a concept that is close to our hearts, that of collaboration", said Michele Mariani, Executive Creative Director of Armando Testa during the award presentation. "It is a project that speaks of the beauty of sharing, of working together and of doing so with mutual respect," he continued.

For the same category, among the large companies, the winner wasL'Oréal with the campaign 'Sense of Purpose - Wave 2'. "For the first time in our history we put the values of the company and not the products at the centre of the campaign. Thinking about the values of the company is the real core shared between employees and consumers," commented Filippo De Caterina Director of Corporate Affairs & Engagement at L'Oréal Italia.

The winner for small/medium enterprises in the category 'Best corporate brand communication campaign' was Galup, with the campaign 'Galup upside down'. "The story of such a historic company had to come from the heart of the company itself," explained Elisa Mereatur, Galup's marketing and communications manager, "and we decided to tell the story of how panettone is produced from the point of view of the panettone maker, who spends a quarter of his life in the company upside down.

For large companies, on the other hand, the Marazzato Group won, with the project 'Join us - Recruiting Marazzato Group', a campaign 'made by people, with people and for people, because that is the goal we want to achieve', specified Carla Di Palma, Digital Strategist.

For the category 'Best campaign for product or service launch', in the small/medium enterprise category, the first prize went jointly to Coesa and Yeg Your Event Group. The first realised the "Keep the Sun - the first marketplace dedicated to used photovoltaics" campaign, a "video-centric campaign that allowed us to have a very organic path in the most engaging platforms of the moment (Instagram and TikTok)," said Giulia Cadeddu, social media strategist, "and we did it by making people empathise with a sustainability project, because it is important that we all feel part of sustainability and not see it as something extraneous. The second was the creator of the 'New digital media event' campaign. "The digital department is our new soul and our future: our company sees in the future a part of digitisation of events that changes our soul," said Nathalie Passerino, vice-president external relations of Yeg!

A special prize

In the year of Turin Capital of Corporate Culture 2024, the jury chose to award a seventh ad hoc prize to the company that has distinguished itself for its commitment to enhancing and communicating its corporate heritage, through a narrative that promotes its excellence and uniqueness, helping to nurture its history, its innovative objectives and its corporate culture. The "Special Award for Corporate Culture" was awarded to Luigi Lavazza for the "Stories From Lavazza Museum" campaign. "It is a pleasure to take this award in the year of corporate culture, because the attempt that Lavazza has made in recent years is to use, through new media, objects that in the past might have appeared as dusty, such as those in the historical archive, trying to give them a new life and a new identity," commented Marco Amato, Corporate Communication of the Lavazza Group, Director of the Lavazza Museum and Business Development Manager of Lavazza Eventi. "We believe that in manual work there is actually a great deal of intellectual and cultural work too," he continued, specifying how "there is a new public interested in discovering how things are made, and digital means allow us to reach a global audience".

The Jury and the Prize

The Serafini Prize Jury was chaired and coordinated by Paolo Lottero, entrepreneur, social media strategy, innovation and tech, and was composed of Marco Castelnuovo, chief editor of Corriere della Sera; Stefano Jugo, marketing/communication manager of Giulio Einaudi Editore;Ruben Abbattista, head of Institutional Communication and Press Office Unione Industriali Torino. The decision to award this prize not only to the company, but also to the Social Media Manager or agency that devised and/or conducted the digital campaign, which will receive a voucher worth EUR 1,000 for professional growth in the digital sphere, amplifies the value of sharing and strengthening corporate identity among managers, employees and collaborators, and towards customers and partners.