Napo Social Money Model - Antonio Prigiobbo

Cascais 07/2013 Portugal

Il NAPO

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Il NAPO

scenario

Il NAPO


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Who am I and What I doIn 140 characters

Designer, Author, Serial Innovator. I ♥ #Startups! #TransMediaStoryteller, Prof at the age of

21, forever student. Fighter Ninja Marketing Comune Napoli Italy · antonio.digitale.it @killermedia

Project Development

OpenGov (@OpenNapoli) and Innovator Community (@VulcanicaMente)

https://twitter.com/search?q=




http://t.co/LuuRqQY0GR

http://t.co/LuuRqQY0GR


Il NAPO

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Il NAPO

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Naples• Population: 960.600 citizens on

November 30, 2012 (Source Istat) • Third Italian city, after Rome and Milan


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Idea: Naples as a virtuous city• Naples is famous for its beauty • Because it is the hometown of pizza • With Mayor De Magistris and the Assessore to

Commerce and Productivity activities Marco Esposito we aimed to endorse the civic sense of Neapolitans through forms of reward and contrast to the economic crisis


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The anti-economic crisis players• RCA Napoli Virtuosa • BenziNa • Emozione Napoli • Simplification


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Scenario Complementary money

• Money for barter circuits • Money for discount circuits


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Product/Solution Development• Why not an electronic card? • They’re used to collect points • Pros and cons of money’s shape • Paper money


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Napo Napo looks like money but technically it is a bearer discount dedicated to citizens and tourists that spend money in city shops.


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Strategic target• Naples as a unique and natural shopping

center with its different shopping circuits: – Local stores: deli, bar, ecc; – Brands: famous Neapolitan brands, Marinella,

Ferragamo; – Tourist shops, local artisan shops, souvenir

stores


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Multi-functional tool• A tool to improve the city – Identity protection – Anti-desertification – Network for little and big shops – Territorial marketing tool


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Issues / Opportunities• No communicatio budget • Small budget for PRINTING

Trigger for Participation


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Timing of Participative Process• June: start administrative/creative process • July/August: contest and promotion • September: tv show • October: Notte Bianca experimentation • November: meetings with Associations • December: presentation and distribution


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Design Contest – Europe has the Euro, Napoli the Napo -

Esposito – Napo symbol design with Giovanni Anceschi – Social and non conventional channels – Winner’s prize: signature on the money + 500

Napo


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Local TV for a public service• Design of a participative public-private

process: Comune and local TVs design a tv program to select the winning design for the Napo, in simultaneous live tv (4 channels)


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Notte Bianca• Golden NAPO awards • Experimentation of the first Napo

distribution area • The first money was printed thanks to a

sponsorship


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Below the line• Comune’s administrative personnel – Low organizational skills • Shop owners – Little trust


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Service Design

• IT web based / Mobile system • Service development cycle – Event – Citizens/Tourists/Shop owners contact – Online user registration – Reload


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IT web based / Mobile systemwww.napo.comune.napoli.it

• Information – For citizens and tourists: where to get and

spend the Napo – For shop owners: how to accept Napo and be

advertised within the circuit

http://www.napo.comune.napoli.it/

http://www.napo.comune.napoli.it/


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Distribution to citizens• Ordinary

– Water bill > URP offices – General Register Office (new and in transfers) – General Register Office (newborn)

• Special – To those depositing waste in ecological areas – Those who volunteer work – For babies

• CoMarketing – Banco di Napoli for 18 year-olds


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Tourist Distribution• Ordinary

– Hospitality [Hotel, B&B and Hostels] – Tourist InfoPoints (new)

• Special – Tourist Hubs [Harbor, Airport, Stations] – Special event promotion

• CoMarketing – Cruise ships/trains


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Experimental stage• First feedback: – Need to bring Napo to internal services – Training activities – Transversality of the goods


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Costs / Revenues• Print: about 20.000 € • If you spend half of 10.000.000 € it

equals to a saving of 5.000.000 €


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Results• Local, national and international press reviews • Napo as an excellent territorial marketing tool • Tv services on French, Chinese and Swiss public channels • Most visible project/product of Comune • Extra (events)


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Idea Virus• Province of Agrigento • Bari, Salerno • Through the grapevine: Lombardy


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ConclusionsHere are a few Napo for you!

I’ll wait for you in Naples

Grazie ;)

Antonio Prigiobbo Twitter @killermedia - FB, LinkedIN, etc. /killermedia

Napo Social Money Model - Antonio Prigiobbo

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