Kosta Aroa

Creative Pills



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.



"Programme to boost the economic promotion of Gipuzkoa through the contribution of a regional perspective", competition call 2019


Please contact us if you require further information about Conexiones improbables

In accordance with the provisions of Regulation (EU) 2016/679 and as part of our Privacy Policy at www.conexionesimprobables.com, we would like to inform you that the data you provide us will be incorporated into the files of C2MASI S.L. in order to provide you with information about our activities. You can exercise your rights of access, rectification, erasure and your rights of being forgotten, restriction, portability and objection by writing to C2MASI, S.L. (c/ Castro Urdiales, 8, 01006, Vitoria-Gasteiz) or info@conexionesimprobables.com

Contact details

M +34 657 720 210

Conexiones improbables
C/ Fuente de la Salud Nº 9 Bajo

Redes sociales

An initiative by

Methodology recognised by the European Union as a Good Practice
for Developing Entrepreneurship and the Promotion of Innovation 2018

N.I.C.E. Award 2014
Subscribe to our Web Press Disclaimer Privacy Policy
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International
CONTACTO info@conexionesimprobables.com
M +34 673 608 790
Cale Manuel Iradier 2, 2º
01005 SPAIN
Newsletter Prensa Aviso Legal Política de privacidad

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

Usamos cookies para las estadísticas de uso de la web. Si continúas navegando entendemos que aceptas esto.
Rechazar - Aceptar
Warning: mysqli::close(): Couldn't fetch mysqli in /usr/home/conexionesimprobables.es/web/v2/selector.php on line 38