{"id":16547,"date":"2026-05-19T09:13:33","date_gmt":"2026-05-19T07:13:33","guid":{"rendered":"https:\/\/tracce.com\/gioelia-cremeria-the-opening-that-put-modena-in-line\/"},"modified":"2026-05-19T10:58:07","modified_gmt":"2026-05-19T08:58:07","slug":"gioelia-cremeria-the-opening-that-put-modena-in-line","status":"publish","type":"post","link":"https:\/\/tracce.com\/en\/gioelia-cremeria-the-opening-that-put-modena-in-line\/","title":{"rendered":"Gioelia Cremeria – The opening that put Modena in line"},"content":{"rendered":"

Challenge<\/p>\n<\/div><\/div>

How do you create hype around the opening of a major international chain’s new ice cream shop in Modena while launching the owner as the face and voice of the brand?<\/p>\n<\/div><\/div><\/div><\/div><\/div>

Solution<\/p>\n<\/div><\/div>

We developed a two-stage teaser action. First phase: posters with no logo scattered around the city, just mystery questions and a QR code that led to the Instagram profile @stefy.fuoridalcono. Second phase: the reveal. Stefy comes out of the closet, announces the opening date and puts a hard-to-refuse offer on the table: free ice cream for everyone on opening day. All amplified by a paid Meta campaign.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

Community Factor<\/p>\n<\/div><\/div>

A new ice cream shop is not news. A mystery that intrigues Modena for weeks is. Instead of making the brand talk to the city, we made the city talk about the brands: in comments under posts, in neighborhoods, in word of mouth. When Stefy opened, the people of Modena were not discovering an ice cream shop: they were closing the circle of a journey that had begun a month earlier.<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/div>