In a sector that often speaks about risk as if it were a fate to accept, Lungarini Biz chooses a different path: method. A company with strong family roots, looking to the future with rigor, innovation, and a concrete focus on consultancy.
Our task was clear: make that method visible. Give shape, language, and channels to the difference Lungarini Biz offers.
We started with the corporate strategy (“from inside the company outward”), and then guided the communication toward the event – a true narrative moment that amplified everything else.
Concept & Positioning
“Cross the data, not your fingers” was born from the need to overturn a deeply rooted stereotype: that of a sector perceived as obscure, bureaucratic, and hard to understand.
The project began with a simple yet powerful insight: in the insurance world, you don’t rely on luck, but on expertise, analysis, and method.
Creativity transformed a universal gesture—crossing your fingers—into a narrative lever that highlights Lungarini’s data-driven approach.
The concept thus became a true “translator” of complexity, capable of simplifying technical topics (natural catastrophes, severance pay accrual – TFR, pension funds, land registry constraints) through direct, ironic, and reassuring language.
To build a bridge between what the company is and what it communicates, we developed the claim:
“Cross the data, not your fingers.”
This manifesto became the compass: no bets, no luck—just analysis, planning, and prevention.
From there, we shaped the communication tone: a dual voice—professional and analytical on one side; human and empathetic on the other. The B2B audience (entrepreneurs, decision-makers) and the B2C audience (families, professionals) had parallel but coherent languages.
Tailored Multichannel Strategy
- LinkedIn: the central space for reflection, leadership, and institutional visibility of the company’s top management.
- Meta + TikTok: faces, stories, agile language to create proximity and highlight concrete consultancy—not just promises.
- Brand human capital management: company leaders became testers, storytellers, interpreters of the brand. When the person speaks, the message becomes credible.
Each channel received calibrated content: differentiated formats, direction, and stylistic choices—all coherent with the concept.
The Next Level: The Event as a Strategic Hub
The event “Welfare, Sustainability and Wellbeing. The DNA of Immortal Companies” became the narrative centerpiece that staged the company’s positioning. Not a mere meeting, but a carefully designed moment to generate content, relationships, and engagement.
It was Lungarini’s third edition and the first supported by Mentarossa.
What did we do?
- Coordinated visual identity: a dedicated concept and consistent image across all materials—invites, backdrop, gadgets, signage.
- Photo and video reportage production, speaker interviews, and a pre-event digital discussion table to spark conversation and build anticipation.
- A three-phase advertising campaign—awareness, interaction, conversion—to progressively build interest and participation.
The event itself became content: every moment—before, during, and after—was designed to fuel the narrative and extend its impact.
The Mentarossa Approach: Elevating Beauty
The added value Mentarossa brought was not just “doing communication,” but “doing interpretive communication.”
- We listened to Lungarini Biz: its history, model, and vision.
- We translated these elements into visual and verbal language, tailored to the right channels.
- We avoided rigid models and standard insurance-industry tones: creativity was placed at the service of rationality.
- We supported the company as consultants—suggesting targets, channels, timing, formats—not just executing.
At every step, creative choices were guided by one principle: what serves the core business? Not noise for its own sake, but credibility, differentiation, and functional conversation.
Services Delivered
- Integrated content and channel strategy (profiling, editorial plan, content modulation for LinkedIn / Meta / TikTok).
- Executive profile management: leader-brand format.
- Video production, photography, visual storytelling.
- Full event organization: creative direction, graphic materials, communication logistics, digital activation pre- and post-event.
KPI
- +200 registrations in 12 weeks
- 100% capacity: sold out
- 15 video interviews and integrated reportage produced
- +75% organic engagement on post-event content
- Creation of a digital relational hub that continues to generate B2B conversations around corporate sustainability
In Summary
When, in a sector “that provides insurance,” a company emerges that truly insures method, history, and consultancy, those values must be communicated in a way that makes them perceived and credible.
With Lungarini Biz, we built a communication ecosystem that reflects its nature: solid, professional, but also human and approachable. Creativity was not an embellishment—it was the tool to highlight rationality. And the consultative approach was not an accessory—it was the engine.
