Red Bull, together with IGPDecaux and Initiative Media, has planned in Milan and Rome a massive Out of Home campaign (Street Furniture...
Among many food tasting offered during the Food Week, Milan people couldn't miss a good coffee tasting; not any coffee blend, but the traditional Neapolitan coffee.
From May 6th to 13th Caffè Borbone offered its tasty coffee on a special tram designed by IGPDecaux Creative Solutions in collaboration with ATM. The tram's special route throughout Milan allowed a sensorial and historical experience of Naples tradition: some actors dressed in 18th century style, encouraged people to get on the tram, have a seat on the royal throne, have a taste of the authentic Borbone coffee aroma and take an "historic selfie" to be spread on social media.
Furthermore, the event was promoted through some classic panels 300x70 on surface transports.