Kosta Aroa is a small farm located in Getaria (Gipuzkoa), a high quality gastronomic region that uses sustainable, environmentally friendly production systems. They cultivate and transform high-quality vegetables in a traditional manner that has been practiced over the centuries, using natural fertilisers from the sea and the land.
Aroa wants to rethink its internal organisation in order to improve its image.
Josian Llorente has a degree in Architecture from KTH (Stockholm, Sweden) and has worked as a digital facilitator, technology trainer and cultural manager in projects involving civil, social and creative uses of technology in cultural, educational and public spaces. He currently teaches at the University of Mondragon’s degree in Entrepreneurial Leadership and Innovation - LEINN.
Artists training: Olaia Landa and Mattin Epelde
Combining new technologies with traditional production is not easy. Even more so for a small farm whose excellent reputation has resulted in much greater demand than it can offer, which has therefore damaged its image. The Improbable Collaborator will analyse the user experience and organisational processes that add value to construct new storytelling by using the creativity, play and knowledge of all the people in the company.
The challenge initially established by Kosta Aroa was changed as a result of the impact of COVID-19 on the organisation’s business model. The idea was to use the Creative Pill to address the challenge of defining a digital communication and marketing strategy that would help to open the business to the digital market.
A work process was developed to define a strategy to promote and boost online sales through the dynamics of design and participatory play. Objectives, problems, target audience and discursive key points were identified to create a digital communication strategy that included the implementation of a website, social media channels and direct sales platform. The definition and segmentation of clients and objectives also helped to develop an initial marketing strategy and prototype a pilot campaign for the Christmas season.