ITALIAN DATACENTER ASSOCIATION – IDA
The brief
IDA, the Italian Datacenter Association, partnered with Lumina, H-FARM College’s student consulting agency, to develop the strategic and creative direction of a six-month Instagram campaign, created by Gen Z for Gen Z. The goal was to raise awareness of the data centre industry among university students, ITS students and recent graduates, presenting it as an innovative, sustainable and future-oriented career path.
The project
Lumina students carried out in-depth research, combining international market data, a proprietary survey of the Italian population aged 18–25, competitor analysis and benchmarks, as well as a SWOT analysis of IDA’s brand and communication. The research revealed that the main barrier was not a lack of interest, but a communication gap. Building on these insights, the team defined the campaign objectives and developed a complete creative platform, including visual guidelines, editorial formats and a six-month content plan.
Highlights
The final proposal was presented at Microsoft’s Milan headquarters, highlighting the project’s level of strategic analysis and the ability of Lumina students to develop professional, data- and insight-driven solutions.
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