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A relevant activity of outdoor advertising involved IGPDecaux, responsible for the planning of the first big Out Of Home campaign for Generali one of the most important insurance companies.
For Generali Investors day, that took place in Milan on November 21st, M&C Saatchi created 100 geo-localized messages for an outdoor campaign made of several Campaign messages and advises, all under one single umbrella: prevention.
The campaign was on air for about 3 weeks, starting from the 12th of November. The campaign contained 100 messages, both in Italian and in English – especially thought to share with the passers-by practical suggestions and pieces of advice about health, family, travels and cars – with an ironic and engaging tone.
The campaign planning was cured by IGPDecaux and it involved several strategic areas of Milan, including the Malpensa and Linate airports where, the Out Of Home structures reached a pretty wide audience.
With its campaign, Gernerali combined the traditional Out Of Home with the Digital Out Of Home, bringing to the city a various Out Of Home mix including billboards, street furniture, exterior transit, digital structures with geolocalized content – characterized by a data-driven approach – and two fully decorated trams.
The Outdoor Advertising project deriving from the collaboration between IGPDecaux and the agency M&C Saatchi, generated an offline communication of great impact.