In 2025, Il Sole 24 Ore celebrates an extraordinary milestone: 160 years of history. This anniversary marks not only the longevity of a newspaper that has become a symbol of Italian economic and financial journalism, but also the evolution of a cultural, professional, and identity-defining reference point for generations of readers.

To commemorate this important anniversary, Il Sole 24 Ore is launching the campaign “Become an Opinion Reader”, a project by Serviceplan Italia that puts the true protagonists of the newspaper’s story at the center: its readers.

An engaging, participatory, and multi-channel initiative, the campaign unfolds in two phases and is supported by an integrated communication plan that includes print, outdoor, and digital media.

READERS BECOME AMBASSADORS

The first phase, which began in February 2025 and concluded at the end of March, included a true call to action, inviting readers to submit a brief message (max 160 characters) expressing their personal or professional connection with Il Sole 24 Ore.

Recurring themes included growth, memory, connection, and innovation. These testimonials were carefully selected to build a collective and authentic story of the newspaper through the voices of its community.

The 20th Festival of Economics in Trento – scheduled from May 22 to 25, 2025, and organized by the 24 ORE Group – will serve as the perfect stage to reveal the eight selected readers: the official faces of the initiative, featured in a series of artistic portraits that give voice to the newspaper’s 160th anniversary.

AN INTEGRATED CAMPAIGN ACROSS ALL CHANNELS

The project comes to life across digital platforms, traditional media, and billboards in major Italian cities, emphasizing the power of collective identity and personal experience as tools for storytelling and celebration. The “Become an Opinion Reader” campaign is both a tribute to the past and a statement for the future, capable of renewing the bond between Il Sole 24 Ore and its readers.

As Federico Silvestri, CEO of the 24 ORE Group, explains:
“Among all the testimonials we received, the word most frequently used by readers was ‘Thank you’. This initiative turned out to be the perfect opportunity for Il Sole 24 Ore to thank our readers who, through their daily choice, give meaning to our work. And with a promise: that for the next 160 years, Il Sole 24 Ore will continue to be a leader in national news.”

CREDITS

Agency: Serviceplan Italia

CEO e CCO: Stefania Siani

Creative Director: Marco Turconi e Rosy Mary Apone

Art Director: Arianna Cacciapuoti

Copywriter: Alessandra Tondi/Federico Capitani

Account Director: Chiara Antonetti

Account Supervisor: Laura Tripaldi 

Photographer: Giovanni de Sandre

Production Company (CDP): Make Srl