Following a tender process, Gruppo CAP – the Lombardy-based utility company that manages the integrated water service for the Metropolitan City of Milan – has awarded Melismelis its communications budget for 2021. The agency, working in constant synergy with Gruppo CAP's External Relations Department, will handle the utility's communications through the development of campaigns planned for the most important national and local target off and online publications, as well as high-impact OOH billboards.
The collaboration begins with a multi-subject campaign designed by Melismelis to support the launch of the new institutional website gruppocap.it and the My CAP app. The campaign's message, summarised in the slogan “Naviga in Buone Acque” (Sail in Good Waters), aims to convey the identity of a public company and its mission in a clear and engaging way.
The campaign is planned – offline and online – in the Milan editions of Corriere della Sera and La Repubblica and in the most popular local newspapers in the Milan hinterland.
In addition to a commercial for Telelombardia and Radio Lombardia, the campaign is on air on digimupi, mupi and other print formats on the Trenord and RFI railway networks, in the 35 railway stations included in the territory where the Lombardy utility operates. Addressable TV for La7 completes the planning. The agency has prepared a digital campaign that includes programmatic display and social ads, as well as DEM and newsletters aimed at the mayors of the municipalities of the Metropolitan City of Milan.