In order to sell a product
you need a story.

This is mine.

Katsushika Hokusai, A sudden gust of wind, about 1832

The geneticists of Mountain View

In April 2016, a group of geneticists got in touch with my studio to market their invention. During the meeting, which took place in California, I discovered that it was a small rodent with rather unique characteristics.

1

The idea. A new creature for domestic habitats

The rodent was a genetic mosaic, otherwise known as a chimera. The animal had developed a short proboscis and an omnivorous diet, and its main source of nourishment came through a meticulous cleaning of domestic surfaces: food residues, insects, and parasites. This quality of "cleaner" alone, in the opinion of the geneticists, made it most suitable for marketing.

2

Genetic optimisation as a marketing activity

The first intervention on the morphology of the animal consisted of a physiological-behavioral study in preparation for a "focus group". On our suggestion, the grey and bristly rodent coat was replaced with a shiny, compact coat in three different colors (red, blue and green), which gave the creature an exotic appearance and made it easily identifiable on surfaces. On that occasion, we introduced a new classification terminology: "domestic utility pet".

mauser

Performed activities

• Market analysis
• SWOT analysis
• Creative product development
• Targeting and positioning
• Study of the product lexicon

3

First instance verdict

The results of the "focus group", although encouraging, were not so positive as to suggest a large-scale commercialization of the chimera. However, the researchers asked us to simulate its experimentation and sale.

Performed activities

• Quantitative and qualitative market surveys

Da From Mouse to Mauser, "The Guardian", interview dated October 2017

I.W. I wonder. Why did you accept such a thorny assignment? Wasn’t it predictable that marketing a chimera, besides stimulating a moral debate, would have aroused an ethical one within your own profession?

O.V. We were aware, of course. We were aware that our profession requires cynicism, as in every profession, the cynicism that is necessary to survive in the society that we have all built. I know of many enlightening examples.Let’s talk about Mr. Martin Winterkorn, for example. Do you remember him? The CEO of the Volkswagen group responsible for the polluting emissions scandal. Well, you know that Winterkorn did not end up in jail (or was not beheaded according to the law of environmental crimes in force until the 17th century), but he was paid off by the car manufacturer with a nice 50 million Euro check... Consumers, as everyone knows, have got short memories. And so, one year after the scandal, the brand responsible for an impressive planetary pollution registered almost a 5% turnover increase... But let's go back to the chimera. No, we didn’t underestimate the difficulty of the venture. After the focus group, we considered it doomed to failure, at least for the time being. That's why we thought up a happy ending...

4

An anatomical part at the center of the communication campaign

During the qualitative analysis the majority of the cross-section was very interested in the proboscis. Their attention focused, in particular, on its dual function: sucking small objects up as well as expelling them for offensive purposes, like a firearm. Therefore we developed the communication plan around this feature and decided to call the creature Mauser. Yes, ironic…but we felt it was necessary. Then we selected twenty families willing to try out Mauser, "the first genetically modified pet."

Performed activities

• Logotype & pictogram
• Corporate identity
• Website
• Advertising
• Press releases
• Advertorials
• DEM
• White paper
• Buzz & inbound Marketing activities

Courtesy of J.W.Y.H. Genetics, CA, U.S.A., © 2017



5

Happy ending

The twenty existing Mauser examples are all in great health. Their genetic code has been destroyed and at the end of the experimentation period they will be adopted by the foster families. Mausers proved to be efficient and affectionate and 57% of households say they prefer them to any other pet. The life expectancy of these creatures is estimated to be about seven years, three times more than a common rodent.

Enrosai Shigemitsu, Good luck fantastic animal, about 1845

Monogatari, it’s me.

OMAR VIEL
BUSINESS COMMUNICATIONS SPECIALIST
+39 338 6583997

www.omarviel.com

I work with data, ideas, images and words to offer marketing considerations, product concepts, and communication strategies for all types of media and every sector. I create complex projects, coordinating group activities as well as graphic and web design concepts. Moreover, I offer my expertise in creative writing and storytelling.

I have managed the communication and market research for Secondamano Group, developing strategic marketing projects in partnership, among others, with Elvia-RAS, Cendant and Findomestic. I was the founder of the Marketing Department and co-creator of Your Reservation, the first hotel reception suite boasting over 200 active customers.

One of my greatest successes is the realization of the concept and coordination of one of the "case histories" of the Italian web, Annunci.it, sold in 2000 to Lycos for 5 million euros.

GET MY CURRICULUM VITAE

" Omar is a fantastic Marketing and Communications expert. He possesses a rare sensitivity to trends and social changes that he is able to translate into particularly effective communication projects and formats. His cultural platform is always at the service of a refined aesthetic that is never an end in itself, but is constantly adapting to the media and target to which it is addressed. "

— Lorenzo Baroni
Director of Strategic Projects at UVET Group

What does MONOGATARI mean.

It is a Japanese word. Monogatari is a literary form in traditional Japanese literature, an extended prose narrative tale. Something similar to what we call a “saga". One of the greatest monogatari writers was Murasaki Shikibu, author of Genji monogatari.

Nishiki-e by Komatsuken (about 1765), Murasaki Shikibu

Business Communications, Graphics & Storytelling.



MARKETING
& COMMUNICATION

Creating a concept, then a strategy and coordinating the realization of a communication campaign is a profession that requires study, experience, sensitivity and beauty. My job is to take care of the entire process of development and the promotion of your products and services. This way, the marketing and communication activities will always result in a coherent whole.

SERVICES

• Marketing plan
• Communication plan
• SWOT analysis
• Creative product development
• Targeting and positioning
• Market analysis



GRAPHICS
& COPYWRITING

When I meet my clients it is often because they desire a restyling: their website needs to be refreshed, they are looking for new possibilities of expression. Communicating, however, is much more than that. It is a process of exploration that starts from an idea and, step by step, gives a voice to the product.

SERVICES

• Logotype & pictogram
• Corporate identity
• Copywriting
• Storytelling
• Advertising
• White papers



WEB DESIGN
CLIPS & PROGETTI DIGITALI

If you are a creator and you don't harvest the land, then you are committing an original sin known as artifice. In our world, no product is more useful than another, and a good idea alone is never sufficient. As a result, analysis and creativity must be combined; drawing on numbers and imagination at the same time.

SERVICES

• Websites
• Usability (UX Design)
• Buzz & inbound marketing
• Web analytics
• Videoclips & video editing
• Ebooks
• Interactive TV



PRESS OFFICE
& SOCIAL MEDIA

You cannot explain your work simply by saying what it is you are doing. You cannot promote it simply through a sequence of logical actions either: who are we, what can we offer, contact us. Communicating is an act of seduction, an invitation to enter a secret garden. It requires a storytelling strategy, the use of metaphors, and a precise choice of hierarchies.

SERVICES

• Press releases
• Advertorials
• DEM
• Social Media Marketing
• Social Media Content

Portfolio.

Customers & Projects.

ELVIA RAS • FINDOMESTIC • DIGITAL MAGICS • UVET • SECONDAMANO • ARMANI HOTEL MILANO • ROCCO FORTE COLLECTION • FOUR SEASONS • HOTEL RITZ PARIS • GP DATI • VDA • ANDREA MERANI • FINART MILANO • LASER ENTERTAINMENT • GREEN ENERGY SOLUTION • GREENETICA • PV SERVICES • KLF ITALIALEDA FOFFANOHEMPLUSDOTTOR STEFANO FORMAGGI

Digital projects.

(click on the images)

WEBSITES

VIDEOCLIPS & INTERACTIVE TV

EBOOKS

Communication projects.

(click on the images)

VDA MULTIMEDIA

Interactive tv

GP DATI

Hospitality applications

GREEN ENERGY SOLUTION

Renewable energies

GREENETICA

Renewable energies

YOUR RESERVATION

Hotel reception suite

ANDREA MERANI

Yacht project management