Iliad’s Brand Equity Strategy: Transparency and Cultural Integration at Sanremo

Iliad, the Italian telecommunications company, continues to distinguish itself through a unique communication strategy focused on building brand equity by integrating into key cultural moments. The company’s continued presence at the Sanremo Music Festival, now in its second year, represents a strategic positioning operation designed to bridge the gap between service provider and consumer, rather than a simple advertising investment.

The Strategic Value of Sanremo

Iliad’s participation in the Sanremo Festival is a high-impact field marketing choice, aiming to connect with the public during a period of significant national cultural cohesion. The festival serves as a platform to humanize technology, positioning Iliad as a brand that “puts people at the centre.”

“The Club”: An Experiential Hub

Central to Iliad’s strategy is “The Club,” a physical space created in Sanremo to engage users and generate brand loyalty. This space facilitates direct interaction and explains company values in an informal setting, something digital channels struggle to replicate effectively. The creation of “Il Club” represents an investment in community engagement aimed at involving both current customers and potential recent subscribers.

Cross-Sector Partnerships: Football, Music, and Media

Iliad leverages partnerships to optimize its return on investment (ROI) at Sanremo. The company has collaborated with Serie A League, featuring sporting icons like Ciro Ferrara and leveraging formats associated with Christian Vieri. These partnerships extend the brand’s reach beyond telecommunications, broadening its target audience.

Editorial collaborations with publications like S Magazine and Cosmopolitan provide comprehensive media coverage, ensuring the brand’s message reaches diverse market segments, from music enthusiasts to fashion readers.

From Telephony to Content Creation

Iliad is actively expanding its role as a content creator, utilizing music and social media to enhance its digital presence. The company has achieved viral success on TikTok, with its Christmas song reaching 30 million views. This playful approach challenges stereotypes associated with traditional telecommunications brands, often perceived as rigid and bureaucratic.

Transparency as a Core Value

Transparency, a foundational value for Iliad, is central to its Sanremo strategy. The company aims for a 360-degree narrative that spans football, music, and other cultural touchpoints, generating organic interactions. In February 2026, Iliad launched a new campaign at Sanremo, building on its previous year’s efforts.

Recent Regulatory Action

In February 2026, Agcom (Autorità per le Garanzie nelle Comunicazioni) sanctioned Iliad with a fine of €120,000 for applying undue costs to SMS donations and televoting between 2019 and 2025. The penalty was reduced from an initial €240,000 due to mitigating circumstances, after the company stated it had resolved a technical issue causing the overcharges. The issue stemmed from a complaint filed with Corecom Toscana.

Key Takeaways

• Iliad’s Sanremo strategy focuses on cultural integration and experiential marketing.
• “The Club” serves as a hub for community engagement and brand interaction.
• Cross-sector partnerships broaden Iliad’s reach and appeal.
• Content creation on platforms like TikTok enhances digital resonance.
• Transparency remains a core value driving Iliad’s communication strategy.